YouTube Music broadens its Artist on the Rise program for breakout performers

YouTube Music has expanded its program to spotlight up-and-coming performers. Artist on the Rise will now include a monthly program under the Trending tab, spotlighting a new musician every four weeks. The first highlighted artist is Jessie Reyez, whose career has grown from creative popular covers of pop tunes to receiving the Juno Award as Breakthrough Artist of the year.

When Artist on the Rise initially rolled out last year, it showcased three new songs from emerging artists each week. The new version will offer additional promotion to the featured performers, including in-product promotion and programming, out-of-home, social and fan events at YouTube Spaces.

This feature will likely carry forward into next week’s launch of a revamped YouTube Music and paid YouTube Music Premium subscription.

Anna Washenko