UPNEXT: THE RISE

PRIVACY POLICY

EnterTheRiseNow.com

Powered by ATRX NEXTGEN

Effective Date: September 18, 2026

OUR PRIVACY COMMITMENT

We collect the information we reasonably need to operate The Rise, provide the experience you signed up for, protect the integrity and safety of the program, and create opportunities for participating artists. ATRX NEXTGEN does not sell applicant or participant personal information to third parties.

1. ABOUT THIS PRIVACY POLICY

This Privacy Policy explains how UPNEXT: THE RISE and ATRX NEXTGEN (“The Rise,” “ATRX NEXTGEN,” “we,” “us” or “our”) collect, use, disclose, protect and retain personal information in connection with EnterTheRiseNow.com, the UPNEXT: THE RISE Music Vertical, related applications, applicant resources, industry sessions, competitive advancement, events, travel, prizes and other Rise activities.

This Policy is intended to provide clear information about our privacy practices for eligible participants in the United States and Canada. It should be read together with the applicable UPNEXT: THE RISE Official Rules and any event-specific notices or releases.

This Privacy Policy addresses personal information practices. It does not transfer ownership of an Artist’s music, recordings, publishing, likeness or original creative work. Rights relating to submitted content and Rise-related promotional use are addressed separately in the applicable Official Rules and, where necessary, specific agreements.

2. INFORMATION WE MAY COLLECT

The information we collect depends on how you interact with The Rise and how far you progress through the Program. We seek to collect information reasonably necessary for the purposes described in this Policy.

Application & Identity Information

Name, artist or stage name, email address, telephone number and other contact information;

Age, date-of-birth or age-verification information where reasonably necessary;

Country, state, province or other location information needed to determine eligibility;

Application responses, qualifying information and other information you choose to provide; and

For groups or bands, information about participating members and the designated group representative.

Artist & Career Information

Biography, artist profile, career goals and professional background;

Music, recordings, photos, videos, artwork, EPK materials and other content submitted to the Program;

Social-media handles, publicly available profile information and audience information relevant to participation; and

Information about management, label, distribution or other professional relationships when needed to evaluate eligibility or administer an opportunity.

Program Participation Information

Qualifying challenges, submissions, evaluations, advancement information and program activity;

Information relating to Creativity, Business and Community development;

LIVE participation, audience engagement, monetization and audience-support information when relevant to advancement; and

Communications with The Rise, industry professionals, judges, mentors, program personnel or support staff.

Payment Information

When you pay the Music Vertical application fee or another authorized charge, payment information may be processed by a third-party payment processor. ATRX NEXTGEN may receive transaction details such as payment status, amount, date and a transaction or customer identifier. We do not intend to store complete payment-card numbers when payment processing is handled by an authorized third-party processor.

Finalist, Event & Travel Information

If you advance to an event or travel opportunity, we may collect information reasonably necessary to arrange and administer participation, such as legal name, travel preferences or itinerary information, identification information where required, emergency-contact information, accommodation needs you choose to disclose, and other event-related information.

Prize & Tax Information

If you become eligible for a cash award, compensation or another benefit requiring verification or tax reporting, we may collect identity, payment and tax documentation required to verify eligibility, issue payment and satisfy legal obligations. We do not intend to collect sensitive tax information from every applicant when it is not needed.

Website & Technical Information

When you visit EnterTheRiseNow.com or use related online services, our website or service providers may collect technical information such as IP address, browser type, device information, operating system, referring pages, pages viewed, approximate location derived from IP address, timestamps, cookies or similar technologies, and website performance or analytics information.

3. HOW WE USE PERSONAL INFORMATION

We may use personal information for purposes reasonably connected to The Rise, including to:

Process applications and determine eligibility;

Confirm payment and administer enrollment;

Communicate about application status, industry sessions, challenges, deadlines, advancement, events and other Program matters;

Provide the Rise Artist Desk App, Artist Playbook, Artist Toolkit, Beat Bucket and other applicant resources or benefits;

Schedule and administer industry Zoom sessions and other professional-development experiences;

Evaluate participation, administer judging and advancement, and protect the integrity of the Program;

Detect or investigate fraud, bot activity, artificial engagement, eligibility issues, misuse or violations of the Official Rules;

Operate LIVE, community, performance and other Rise activities;

Arrange authorized travel, hotels, events and finalist experiences;

Verify winners and administer cash awards, the Career Accelerator Package and other benefits;

Facilitate opportunities that an Artist chooses to consider or accept;

Maintain, secure, troubleshoot and improve our website, systems and Program operations;

Respond to questions, access/correction requests, complaints or other communications;

Comply with legal, tax, regulatory, safety and security obligations; and

Establish, exercise or defend legal rights where reasonably necessary.

4. PROGRAM COMMUNICATIONS & MARKETING

When you apply to or participate in The Rise, we may use your contact information to send communications reasonably necessary to administer your application and participation. These may include application confirmations, scheduling notices, program instructions, challenge information, advancement notices, event information, safety notices, prize communications and other operational messages.

Applying to The Rise does not automatically enroll you in unrelated marketing communications.

News, promotional offers, broader ATRX NEXTGEN marketing and future-program marketing will use a separate opt-in where required or appropriate. If you opt in, you may later unsubscribe using the method provided in the communication or by contacting us, subject to communications that remain necessary to administer an active application, participation, transaction or legal obligation.

5. WHEN WE MAY SHARE PERSONAL INFORMATION

We do not sell applicant or participant personal information to third parties.

We may disclose personal information when reasonably necessary for the purposes described in this Policy, including to the following categories of recipients:

Industry Professionals, Judges, Mentors & Program Personnel

We may share relevant application, artist, career or participation information with industry professionals, judges, mentors and authorized Program personnel when reasonably necessary to conduct industry sessions, provide feedback, evaluate eligibility or advancement, administer challenges, or deliver other Rise experiences.

Service Providers

We may use third-party service providers to support functions such as website hosting, application technology, payment processing, email or messaging, video conferencing, analytics, data storage, cybersecurity, scheduling, event operations and other administrative services. We seek to provide service providers only the information reasonably necessary for the services they perform and expect them to handle that information in accordance with applicable obligations and their authorized role.

Events, Travel & Production Partners

When you participate in an applicable in-person event or travel opportunity, we may share information reasonably necessary with hotels, transportation providers, venues, event producers, production personnel, security, insurers or other event partners involved in administering that activity.

Commercial Opportunities

If The Rise identifies a potential brand, performance or other professional opportunity for an Artist, we may share relevant information with a prospective partner when reasonably necessary to explore or facilitate that opportunity. Where a proposed disclosure goes beyond what is reasonably expected for Program administration, we may seek additional permission before making the disclosure.

Legal, Safety & Program Integrity

We may disclose information where we reasonably believe disclosure is required or permitted by law, legal process or regulatory obligation, or is reasonably necessary to protect the rights, safety, security or integrity of The Rise, ATRX NEXTGEN, participating Artists, partners, service providers or members of the public.

Business Changes

If the business or assets associated with The Rise or ATRX NEXTGEN are reorganized, financed, merged, acquired, transferred or sold, personal information may be disclosed as part of due diligence or transferred as part of the applicable transaction, subject to applicable law and appropriate confidentiality or privacy protections.

6. WE DO NOT SELL PERSONAL INFORMATION

ATRX NEXTGEN does not sell applicant or participant personal information to third parties.

Using service providers or sharing information with industry professionals, judges, event or travel providers, payment processors, professional partners or other parties as reasonably necessary to operate The Rise is not treated by us as a sale of personal information. Where applicable law defines a “sale,” “sharing” or similar term differently, we will comply with the rights and disclosures required by that law.

7. COOKIES, ANALYTICS & SIMILAR TECHNOLOGIES

EnterTheRiseNow.com may use cookies and similar technologies that are necessary for website functionality, security, preferences, performance or analytics.

The specific technologies used may change as the website develops. Where applicable law requires consent for non-essential cookies or similar technologies, we will provide an appropriate consent mechanism.

You may also be able to control certain cookies through your browser settings. Disabling some technologies may affect website functionality.

8. THIRD-PARTY WEBSITES & PLATFORMS

The Rise may link to or use third-party websites, payment services, social-media platforms, video-conferencing services, travel providers or other external services. Their privacy practices are governed by their own policies and terms.

Information you choose to make public on social-media or other public platforms may be visible to others and is subject to the applicable platform’s privacy settings and policies.

9. CROSS-BORDER PROCESSING

The Rise serves eligible participants in the United States and Canada and may use service providers that process or store information in the United States, Canada or other jurisdictions.

When personal information is processed outside the jurisdiction where you live, it may be subject to the laws of the jurisdiction where it is processed and may be accessible to courts, law-enforcement or governmental authorities in accordance with those laws.

Where required, we take reasonable steps designed to ensure that service providers handling personal information on our behalf provide appropriate protections consistent with their role and applicable law.

10. DATA RETENTION

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected or for legitimate operational, legal, tax, accounting, fraud-prevention, dispute-resolution, prize, safety or Program-integrity purposes.

Different categories of information may be retained for different periods. For example, winner and tax records may need to be retained longer than routine application information. Information used to make a decision about an applicant or participant may also be retained for a reasonable period so that questions, access requests or disputes can be addressed.

When personal information is no longer reasonably required, we may securely delete, destroy or anonymize it, subject to applicable law and technical limitations such as routine backup cycles.

11. SECURITY

We use reasonable administrative, technical and organizational safeguards designed to protect personal information against loss, theft, unauthorized access, disclosure, copying, use, alteration or destruction. The level of protection used is intended to reflect the nature and sensitivity of the information.

No website, transmission method or storage system can be guaranteed to be completely secure. If we become aware of a privacy or security incident involving personal information, we will assess and respond to the incident and provide notifications where required by applicable law.

12. YOUR PRIVACY CHOICES & RIGHTS

Depending on where you live and the law that applies, you may have rights relating to your personal information. These may include the ability to:

Ask whether we hold personal information about you;

Request access to personal information we maintain about you;

Ask us to correct or update inaccurate or incomplete information;

Request deletion of certain personal information where applicable;

Withdraw consent to certain uses or disclosures where processing depends on consent, subject to legal or contractual restrictions and reasonable notice;

Opt out of marketing communications;

Ask questions about how your information has been used or disclosed; and

Raise a privacy concern or complaint.

These rights are not absolute and may be subject to legal exceptions. For example, we may need to retain certain information to complete an active transaction, administer a prize, preserve Program integrity, prevent fraud, meet tax or legal obligations, resolve disputes or establish or defend legal rights.

Withdrawing information or consent that is necessary to administer an active application or Program activity may affect our ability to provide that activity. We will explain material consequences where reasonably possible.

13. CANADIAN PARTICIPANTS

For Canadian participants, we seek to handle personal information consistently with applicable Canadian private-sector privacy requirements, including principles of accountability, identifying purposes, meaningful consent, limiting collection, limiting use/disclosure/retention, accuracy, safeguards, openness, individual access and the ability to challenge compliance.

Additional federal or provincial privacy requirements may apply depending on the circumstances and the participant’s province. Nothing in this Privacy Policy is intended to limit privacy rights that cannot legally be waived.

14. U.S. STATE PRIVACY RIGHTS

Residents of certain U.S. states may have additional privacy rights under applicable state law. Where such a law applies to ATRX NEXTGEN and to your information, we will honor the rights required by that law.

Our statement that we do not sell applicant or participant personal information remains subject to any broader statutory definitions of “sale,” “sharing” or targeted advertising that may apply under a particular state law.

15. AGE REQUIREMENT

The UPNEXT: THE RISE Music Vertical is intended for participants who are at least 18 years old. We do not knowingly accept Music Vertical applications from individuals under 18.

If we learn that an ineligible minor submitted personal information through the Music application, we may take reasonable steps to delete the information, subject to legal or security requirements.

16. PUBLICITY & ARTIST CONTENT

The Rise may document, broadcast or promote Program participation as described in the applicable Official Rules, event-specific releases or other applicable agreements.

This Privacy Policy does not create additional ownership rights in an Artist’s music, recordings, publishing, likeness or original creative content. The scope of any permission to use Artist content or likeness is governed by the applicable Official Rules, event-specific release or separate agreement.

17. PRIVACY CONTACT & REQUESTS

ATRX NEXTGEN designates a Privacy Contact to receive questions, privacy requests and complaints concerning The Rise.

Privacy ContactUPNEXT: THE RISE / ATRX NEXTGENInfo@EnterTheRiseNow.com

To help protect personal information, we may need to verify your identity before completing an access, correction, deletion or similar request. We will respond in accordance with applicable law.

If you believe your privacy concern has not been adequately addressed, you may also have the right to contact the privacy or data-protection regulator that has jurisdiction over your complaint.

18. CHANGES TO THIS PRIVACY POLICY

We may update this Privacy Policy from time to time to reflect changes in The Rise, our technology, service providers, legal requirements or privacy practices.

When we make a material change, we will update the effective date and provide additional notice or obtain consent when required by applicable law. We will not use previously collected personal information for a materially new purpose without taking the steps required by applicable law.

19. CONTACT

Questions about this Privacy Policy or The Rise privacy practices may be directed to:

Info@EnterTheRiseNow.com