YouTube Music highlight Aitch as the UK's next Artist On The Rise

27 September 2019 - Press release

New video 'Buss Down' premieres today - featuring ZieZie

 

Leading talent from the growing Manchester rap scene has amassed over 50 million views in the past 12 months on YouTube

YouTube Music has today named Aitch as its fourth UK Artist on the Rise. The 19-year-old rapper and songwriter is at the forefront of the burgeoning Manchester rap scene, which offers a fresh take on the sound away from its London epicentre.

The announcement comes hot on the heels of the release of his debut EP 'AitcH20', which entered the Official Albums Chart at #3. Already established as a local hero, Aitch was catapulted into the mainstream when he had three singles in the Top 10 simultaneously. He features on the Sir Spyro remix of Ed Sheeran's 'Take Me Back To London' alongside Stormzy and Jaykae, which has spent four consecutive weeks at #1. Meanwhile, his own track 'Taste It (Make It Shake)' peaked at #2, and he also features on Young T & Bugsey's 'Strike A Pose', which reached #9.

YouTube has been pivotal in Aitch's rapidly rising profile. His channel has accumulated over 40 million views and 222K subscribers on the platform in a little over a year, notably for his breakthrough underground track 'Straight Rhymez 1' and the official video for 'Taste It (Make It Shake)'.

In addition, Aitch has also featured on Ed Sheeran's 'Take Me Back to London (Sir Spyro Remix)', which has 26M views, as well as Young T & Bugsey's 'Strike A Pose' - currently at 11M views

The news comes as Aitch drops the official video for his current track 'Buss Down' (ADD LINK) Aitch doesn't let up as the iconic visual mirrors an era older than the featured guest rapper ZieZie. Making its debut on Aitch's YouTube channel, the video explores his more conceptual side, serving up a feast of slick shots and a dynamic collaboration between two young and exciting talents. The duo recently performed the track at the YouTube Space as part of the 'AitcH20' launch party.

Shining a light on rising talent across all genres, YouTube Music's Artist On The Rise gives fans around the world exclusive access to the journey each artist has taken so far, exploring their inspirations and hopes for the future. Further support comes in the form of iconic billboards in London and exposure on YouTube Music's global social channels, celebrating key moments in the artists' campaigns.

Aitch is YouTube Music's fourth Artist On the Rise, following in the footsteps of Mahalia, Freya Ridings and Mabel.

David Mogendorff, Head of Artist Relations, YouTube Music EMEA said: "Aitch's career has taken off like a rocket and we're delighted that YouTube has been right in the middle of it, ever since his P110 freestyle was uploaded to YouTube back in 2016. Today, hundreds of thousands more fans are connecting every day with his music, energy, and personality through YouTube - which is a credit to the hard work, passion and artistic integrity of Aitch and his whole team. Supporting an artist's story, from their first upload to reaching huge numbers and fans around the world is something we really value and we're delighted to announce Aitch as our latest Artist On The Rise."

YouTube Music is excited to contribute to Aitch's future success as he looks to take his domestic following global.