By Martin Siele (@S_iele)
Sauti Sol are among 21 star artists selected for Youtube’s new diversity campaign, YouTube Black, which aims to amplify black content creators from around the world.
Other than the music artists, the #YouTubeBlack Voices Class of 2021 features more than 100 creators including podcasters, photographers and lifestyle vloggers.
The program saw creators selected from six countries – United States, Kenya, Brazil, Australia, South Africa and Nigeria.
As part of the campaign, Sauti Sol’s smash hit Suzanna was beamed at Times Square in New York.
The program is backed by capital from YouTube’s $100 million #YouTubeBlack Voices Fund, launched in October 2020 and will see creators supported to deliver more amazing content.
It expects to directly invest in 500 creators by the end of 2023.
The program is also expected to further boost artists’ reach around the world.
“Our expectation is that these artists are going to be significant and important voices, and make music even more enjoyable.
“There’s no question how significant of an impact Black music has had, not just in America, but globally,” noted Lyor Cohen, global head of YouTube Music at a briefing.
The company asserted that the campaign embodied its commitment to change.
“This is not a flash-in-the pan Instagram moment. This is about keeping the drum beat of change alive, and in the DNA of our organization,” Cohen stated.