The vibrant pulse of the 2026 Coachella Valley Music and Arts Festival reverberated through the desert, this year marked by a significant milestone for the burgeoning musical collective WHATMORE. Emerging from the innovative incubator program YouTube Foundry and fueled by a potent blend of authentic artistry and strategic digital engagement, the five-piece band delivered a captivating performance on the prestigious Gobi Stage. This appearance, less than a year after their official debut single, signifies a meteoric rise and underscores a new paradigm for artist development in the digital age.
The journey to Coachella for WHATMORE has been a testament to organic growth, community building, and a clear artistic vision. Their breakthrough moment arrived in June 2025 with the release of their charmingly DIY music video for "eastside w my dogs." Filmed on a hop-on, hop-off tour bus amidst the bustling streets of their native New York City, the video captured an infectious energy and genuine joy that resonated instantly. As tourists looked on, seemingly amused or intrigued, the members of WHATMORE—all alumni of LaGuardia Performing Arts School—traded verses, showcasing their nascent talent and undeniable chemistry. This visual introduction was not merely a song; it was an invitation into their world, a testament to their ability to craft compelling narratives through multimedia.
"It’s important to bring people together, because that’s what we do this for," stated Elijah Judah, a member of WHATMORE, reflecting on their early grassroots efforts. "The shows were free, and a lot of times we even gave out free food. It was all about building a community and making the shows super accessible." This ethos of accessibility and community engagement has been a cornerstone of their strategy, differentiating them in an increasingly crowded music landscape.
The band’s ascent from local pop-ups to one of the world’s most iconic music festivals is a narrative that encapsulates the evolving power of platforms like YouTube. By consistently releasing a steady stream of music videos, engaging skits, and unconventional live performances, WHATMORE has cultivated a dedicated following. Their genre-blurring debut album further solidified their artistic prowess, capturing not only the hearts of their hometown but also fans across the globe. This organic growth trajectory led to their inclusion in YouTube Music’s Foundry program at the end of 2025. Foundry is a renowned incubator designed to support and amplify independent artists, providing resources, mentorship, and promotional opportunities. Less than a year after their debut single, this partnership, coupled with their undeniable talent, paved the way for their highly coveted Coachella slot.
From LaGuardia to the Gobi Stage: A Year of Unprecedented Growth
The rapid ascent of WHATMORE to the Coachella stage is a story many artists only dream of. Sebastiano, a member of the group, shared his perspective on this remarkable achievement. "In a year, definitely not, but we always keep our goals super high," he admitted. "I do have a bar from one of the first songs I ever dropped – ‘Make Amends’ – where I say, ‘living the dreams, soon we rockin Coachella!’ We’ve been manifesting for a long time, so it’s all coming together." This foresight and unwavering belief in their aspirations highlight the mental fortitude required for sustained success in the music industry.
The genesis of WHATMORE itself is rooted in a shared creative impulse. Prior to forming the group, each member was pursuing solo projects. The pivotal moment that coalesced their individual talents into a collective force occurred when Cisco Swank was scheduled to play a solo show. "I had a show I was supposed to play as Cisco Swank, and I didn’t want to do it on my own," he explained. "So I was like, ‘Let’s just play as a group. Everyone come over to my crib, we’ll make some songs.’ So we did. Everyone pulled up. We made ‘go,’ which is crazy, because it’s our biggest song." This impromptu creative session birthed their most popular track, demonstrating the power of collaboration and spontaneous artistic synergy.
The band’s early days were characterized by a commitment to grassroots engagement. Their DIY pop-up shows in New York City were instrumental in forging a deep connection with their nascent fanbase. These events transcended typical concerts, prioritizing an inclusive atmosphere. "It’s important to bring people together, because that’s what we do this for," Elijah Judah reiterated. "The shows were free, and a lot of times we even gave out free food. It was all about building a community and making the shows super accessible." This deliberate cultivation of community laid a robust foundation for their subsequent online growth.
The Power of Visual Storytelling and Digital Lore
In an era where the music video is often debated, WHATMORE has leaned into its enduring power, viewing it as a crucial component of their artistic expression. Jackson August, another member, articulated this perspective: "I’ve heard people say the music video is dying and it’s all about vertical content. I don’t think that’s true, because all the greats build worlds. There’s a world built into WHATMORE, and the music video to me, encapsulates that." He further elaborated on their long-term vision: "I think about 10 years from now when we’re making something. In my head, the world has just started forming. We’re laying the groundwork." This forward-thinking approach to visual storytelling suggests a deliberate strategy to create a lasting artistic universe, one that extends far beyond individual song releases.
The band’s commitment to building their "lore" is evident in their willingness to experiment with various content formats, including short skits and viral promotional materials. "We had a lot of ideas for short skits, even honestly, before we had any of the music so they come from a real, fun place," explained Yoshi T. "But the skits have also strategically been about ‘how can we make a two-minute video that makes you fall in love with us?’" This strategic approach to content creation highlights a sophisticated understanding of digital engagement, aiming to foster immediate connection and deeper audience investment.
The authenticity that underpins their visual content also extends to their online presence. "Throwing shows and shooting videos in these places that we all hang out in creates a real homey vibe," Yoshi T observed. "This is going to sound like a tangent but whenever we get styled with clothes, we always feel really uncomfortable, because we just like to be ourselves. That’s the brand we’ve been pushing this past year. It radiates out of us and that connects to the online presence as well." This emphasis on genuine self-expression is a powerful tool for building a loyal and engaged online community, fostering a sense of relatability that resonates with fans.
Jackson August further elaborated on the conversational nature of their creative process. "Everything is based upon conversation. Conversations or interactions we’ve had. It’s similar to writing a song where you have an experience, and you write your way through it. It’s the most amplified version of just going back to your homie, like, ‘you won’t believe what just happened.’" This grounded approach to storytelling, drawing from lived experiences and shared moments, imbues their content with an authenticity that is difficult to replicate.
YouTube Foundry: A Catalyst for Discovery and Development
The inclusion of WHATMORE in YouTube Music’s Foundry Class of 2025 was a significant validation of their artistic trajectory. Foundry is a globally recognized program that identifies and nurtures emerging independent artists across various genres. The program typically provides artists with resources such as production support, mentorship from industry professionals, exclusive marketing opportunities, and access to a global audience. For WHATMORE, this partnership likely provided a crucial boost in visibility and a structured framework to accelerate their development.
The success of artists like WHATMORE emerging from such incubator programs highlights the evolving landscape of artist discovery and development. Traditional record label gatekeepers are increasingly being bypassed by artists who leverage digital platforms to build their own careers. YouTube Foundry, in particular, has become a vital ecosystem for identifying talent that demonstrates not only musical aptitude but also a strong understanding of digital marketing and audience engagement. The program’s focus on independent artists aligns with a growing trend of artists seeking greater creative control and direct relationships with their fans.
The implications of this shift are profound. It democratizes the music industry, allowing artists from diverse backgrounds and geographic locations to gain traction and achieve mainstream recognition. The success of WHATMORE serves as an inspiration for countless other aspiring musicians who can now see a clear pathway to breaking through, fueled by creativity, strategic use of digital tools, and unwavering dedication.
Influences and Future Aspirations
When asked about their favorite music videos of all time, the members of WHATMORE pointed to influential artists who have mastered visual storytelling. Seb cited Joey Bada$$’s "500 Benz," while Cisco Swank also favored Joey Bada$$’s "Christ Conscious," highlighting its classic portrayal of an artist walking under Broadway. These choices reveal an appreciation for artists who have used music videos not just as promotional tools, but as integral components of their artistic identity and narrative.
Looking ahead, the band expressed their excitement about the current Coachella lineup, with a unanimous declaration of enthusiasm for seeing Swae Lee perform. This suggests a shared appreciation for contemporary artists who are pushing creative boundaries. Furthermore, when prompted to recommend an up-and-coming artist to the public, WHATMORE collectively endorsed Laura Elliott, demonstrating their commitment to supporting and uplifting emerging talent within the broader music community. This act of solidarity further solidifies their position as artists who are not only focused on their own success but also invested in the growth of the independent music scene.
The journey of WHATMORE from intimate DIY shows in New York City to the expansive stages of Coachella, amplified by their participation in YouTube Foundry, represents a compelling case study in modern artist development. Their success is a testament to the power of authentic artistry, strategic digital engagement, and the enduring importance of community building. As they continue to forge their path, WHATMORE stands as a beacon for a new generation of musicians, proving that a vision, a strong community, and a smart approach to digital platforms can indeed lead to the biggest stages in the world. The groundwork they are laying today promises a rich and expansive artistic future for years to come.
