These days, streaming music services are the majority of how many people get their taste of music, whether it's through music videos or internet-connected radio stations, or through any number of mobile apps on people's smartphones and tablets. Google Play Music of course is one of those moble apps, and while there is a fair bit of technology that makes some of the biggest artists around as accessible as possible to anyone, Google wants to do more to highlight emerging artists and help them get their name out there. In a recently announced partnership, Google Play Music and Milk, a media studio, will be giving emerging artists a leg up by providing them with tools to help them grow.
Through the partnership, Google Play Music and Milk will be selecting various emerging artists and allowing them to have access to Milk's studios in New York, where they will be able to perform in Milk's JamRoom while also getting help from sourced talent. Google also plans to make a combination of different content available through multiple mediums including Google Play Music and YouTube, but any of the content which comes out of this partnership for each and every emerging artist will also be available for viewing on Milk's own website, as well as other video sites like Vevo, and the artist websites.
The partnership is certainly focusing on helping to better expose emerging artists, but it's also about helping users find and discover new music to love, Google Play Music's Eric Davich states that they're "investing in emerging artists" so they "are able to deliver the right music at the right time," which Davich assures is something that Play Music subscribers have been seeking. The partnership kicks off with an emerging artist named Empress Of who has recently performed during the SXSW festival last week. The partnership also has other artists lined up, including west coast rapper Kyle, and Davich states that there are already four other emerging artists which they plan to bring into the Milk studio between now and June. In regards to picking their first act, Davich says that the team is a big fan of Empress Of which made the artist a "natural choice" for the first selection.