Apple Music has named UK singer-songwriter Holly Humberstone as the latest addition to its Up Next program, the platform’s monthly emerging artist initiative.
Humberstone is signed to distribution and creative services company Platoon, which Apple acquired in 2018.
Former Up Next stars include Billie Eilish (who was also signed to Platoon on a distribution deal early in her career), plus Grammy-nominated songwriter turned-artist, Victoria Monét who is currently on the Platoon roster.
Platoon founder Denzyl Feigelson told MBW during an interview earlier this year that Humberstone is an “incredibly talented writer and artist”.
“Everyone I can think of here is incredibly talented as a writer and as an artist. We recently refocused ourselves in terms of signings; this year, a lightbulb went off,” he added.
“Now we have two distinct ways we work with artists: there’s discovery, because we’re good at finding artists, being their first partner, giving them that initial support and encouragement; and then we have sort of the Victoria Monéts of the world, who come to us already quite baked and in need of something different. It’s nice. And it means we’re signing [fewer] artists – very few.”
Humberstone’s singles Deep End and Falling Asleep at the Wheel “have generated early industry buzz”, according to Apple Music, which has added Humberstone to playlists such as New Music Daily, Mellow Days, Today’s Acoustic, ALT CTRL, and Acoustic Chill.
Falling Asleep at the Wheel became her first track to chart on Shazam, entering the UK chart in May 2020. To date, she has been Shazamed in over 130 countries.
Additional Up Next campaign moments included a Jimmy Kimmel Live! performance on August 11 and a FaceTime interview with Apple Music host Rebecca Judd yesterday (August 12).
“Her talent and songwriting is undeniable, and the way she effortlessly writes about love and life makes her one of the most exciting artists around right now.”
Rebecca Judd, Apple Music
Apple Music host Rebecca Judd, said: “I feel like I witnessed Holly Humberstone’s career unfold right in front of me.
“She was one of my first ever ‘Ascending Artists’ on the show earlier on in the year when she had literally just released her first ever single.
“To see her go from strength to strength to now be Apple Music’s Up Next artist has been so beautiful to watch.
“Her talent and songwriting is undeniable, and the way she effortlessly writes about love and life makes her one of the most exciting artists around right now.”
“Being an Apple Up Next artist and being supported by Apple Music is so huge for me.”
Holly Humberstone
Humberstone added: “Being an Apple Up Next artist and being supported by Apple Music is so huge for me.
“I feel like I’m still at an early stage in my career and just so overwhelmed with love.
“Really lucky to have such an amazing team of people backing me. I remember watching Clairo’s performance on Jimmy Kimmel over and over this time last year and thinking how amazing it was and wanting that so much for myself, and a year on I get to do all this cool s—t too.
“Thank you so much Apple Music for letting me do all this, I’m so full of love and excited to be a part of this.”
The likes of Mr Eazi, Stefflon Don, Bad Bunny, Juice WLRD, Summer Walker, Megan Thee Stallion, Burna Boy, Clairo and other stars have also previously been named as Up Next Artists.Music Business Worldwide
