YouTube adds Nigeria’s Tems to Foundry programme

The global artist programme, which began in 2016, seeks to help independent artists build their careers and engage fans around the world.

Tems, born Temilade Openiyi, has made a great impression on the Nigerian music scene since she broke out in 2018. Her neo-soul inflected voice and alternative R&B melodies have already gained the economics graduate the support of popular artists such as Burna Boy and Stormzy. She has also worked with US singer Khalid and fellow Nigerian musician Davido, among others.

The Foundry class also includes British rapper MC Jaykae, British singer-songwriter Joesef, French rapper Tessa, US singer-songwriter Adam Melchor, US trap artist Eladio Carrion, US multi-instrumentalist Gabriel Garzon-Montano, Mexican musician Natanael Cano, five-piece Japanese indie rock band Novel bright, Indian DJ-producer duo Lost Stories, Australian pop-rock brothers Lime Cordiale and Korean-American multi-instrumentalist REI AMI.

The programme will provide the artists with financial development support as well as marketing and promotion. The artists will partner with YouTube to experiment with content formats and learn best practices for growing and engaging their audience.

"In these uncertain times it's more important than ever for us to support and celebrate independent artists,” YouTube UK artist partnerships manager Roz Mansfield said. “Storytelling lies at the heart of YouTube. It's the cornerstone for creating meaningful connections between artists and their fans, and we are delighted to help facilitate that process for the next generation of Foundry talent.

“The diversity of the class is testament to the sheer range of progressive sounds and visions we are currently witnessing, as artists around the world push boundaries to create truly exciting and unique art."

Foundry alumni include Nigerian rapper and singer Rema and British singer Dua Lipa. About 52 artists around the world have now been selected for the programme.