YouTube inducts Lime Cordiale into global artist development program
Brothers Oliver and Louis Leimbach are officially YouTubers.
The video-sharing platform has unveiled this year’s 12 artists that will benefit from global exposure and support as part of YouTube’s Foundry program.
Lime Cordiale, signed by Post Malone and his manager Dre London last September to a co-management and label deal with Chugg Music, are among the names announced.
The YouTube program supports independent artists during the early stages of their careers, providing them with marketing, promotion and artist development support.
Artists invited into the program will also learn platform best practices for growing and engaging their audience on YouTube at pivotal moments in their careers.
“The best thing about being a musician is the DIY approach,” said Oliver. “Even when it feels like there’s nothing going on, you can keep writing, creating and uploading to YouTube.
“A whole load of gigs have been cancelled for touring musicians. Everyone is at home creating! What a time to be part of the Foundry program. We’re madly excited to see what comes next.”
Other acts named today include LA singer-songwriter Adam Melchor, Birmingham grime artist and actor Jaykae and five-piece Japanese indie rock band Novelbright.
Since its inception in 2015, Foundry has supported over 120 independent artists in more than 13 countries with Lime Cordiale the second Aussie act to join after Ziggy Alberts.
Naomi Zeichner, YouTube’s artist partnerships lead, said the international pool of acts inducted into this year’s program arrives at a challenging time in history.
“This year, we’re all navigating a new industry, and the artists in this Foundry class are finding new ways to create content and stay connected,” said Zeichner.
“These artists’ journeys are a snapshot of today’s music landscape, and worth watching for anyone interested in the future of music and culture.
“We’re grateful to support them as they grow and build lasting relationships with their fans.”
Lime Cordiale’s second album, 14 Steps To A Better You, is out on July 10.