In the ever-evolving landscape of the music industry, anticipation brews with every new year as we eagerly await the arrival of fresh voices and innovative sounds. As we step into 2024, the stage is set for a remarkable wave of emerging talent poised to make a lasting impact. In this article, we present a carefully curated selection of “Ones to Watch” – a diverse ensemble of up-and-coming artists destined to break out and take the music world by storm in the year ahead. Join us as we introduce you to the future stars who are set to redefine the soundscape of 2024.
Cee Chyna
Chelsea Ode, known by her stage name Cee Chyna, has been making waves throughout the year. This Essex-based rapper first gained attention early in 2023 for her distinctive Cockney accent, bold lyrics, and unapologetic attitude set against infectious drill beats. While many might perceive Cee as just another social media artist in 2023, using bold content to garner listeners, Chelsea has proven to be a unique character. She shared a video of herself at the age of 15, challenging the beauty standards imposed on young women during her school assembly. Notably, Cee already has an upcoming remix with the U.S. rapper NLE Choppa in the pipeline, which is poised to achieve remarkable success. She epitomizes a new archetype of female rapper in the UK, breaking new ground in the genre.
JAYO
In a world that’s constantly in motion, singer, songwriter, and producer JayO refuses to be confined to a single space. “I try to do everything, see everything,” the versatile North London artist declares. Inspired by a youth marked by the spirited rush of running around in church and visiting family in Nigeria, where the sounds of Afrobeats and old-school R&B filled the air at lively gatherings, JayO’s music is united by one common thread: the yearning to recreate the profound emotions that those spaces once stirred within him. “For me, my music is an interpretation of that feeling… I make music that makes people feel good.”
This North London native is certainly no stranger to viral hits, with his two previous releases, “XO” and “22,” leaving the UK audience captivated. JayO’s infusion of Afrobeats and R&B is a refreshing departure from the dominating trends of afro-swing in the UK culture. Nevertheless, JayO’s potential knows no bounds, as his melodies and hooks are irresistibly contagious. With his talent on the rise, the anticipation for a full-length project from this R&B crooner is palpable. The future holds exciting prospects for this multifaceted artist, and we can’t wait to witness his musical journey unfold.
Debbie
Soul singer Debbie stands out as the most accomplished “one to watch,” having co-written songs for Stormzy’s latest album, “This Is What I Mean,” and lending her vocals to his heartfelt track, “Firebabe.” She has also had the honour of opening for both John Legend and Lucky Daye, with Lucky even making a featured appearance on the remix of her single “Is This Real Love” – a truly impressive feat.
Before her inclusion in the NME 100 for 2023, Debbie’s journey began with humble roots, influenced by the likes of Mary Mary, Kirk Franklin, and “truth music” artists such as Lauryn Hill and Bob Marley. Initially, she had her sights set on a career in finance, but her aspirations shifted when her economics course at sixth-form college reached its capacity, leading her to pursue a path in music technology. Debbie’s first big break came during her quest for paid singing opportunities, where she frequented open mic nights and grassroots showcases. It was at one of these evenings that she serendipitously crossed paths with her future manager, who played a pivotal role in helping her secure a deal with the UK-based 0207 Def Jam label last year. This fortuitous turn of events was largely due to her college experience, as without it, Debbie may never have ventured into the world of music.
Len
In the heart of Stockwell, a remarkable transformation is sweeping through the UK hip-hop scene, and at the forefront of this evolution stands Len, a gifted rapper embodying the essence of change. As a key figure in this burgeoning wave of new music, Len is redefining the contemporary British musical landscape. His journey is a testament to the power of dedication, as he ventured into music during the lockdown, achieving an astonishing rise to prominence. Len’s musical repertoire is a rich tapestry, drawing from influences as diverse as Freddie Mercury and Max B, resulting in a fusion of references that resonate with a wide audience.
His stage presence is nothing short of captivating, complemented by his tongue-in-cheek lyrical prowess and an overall effortlessly stylish persona. Beyond the spotlight, Len’s playful interaction with his fans on Twitter adds a unique charm to his character. With the release of his highly anticipated project, “LEHGOLAND,” Len is undeniably pushing the boundaries of music, establishing himself as an influential force in the dynamic landscape of UK hip-hop.
Fimi Guerrero
The UK alternative scene has skyrocketed to become one of the most innovative sub-genres in music. One of its standout offerings is Fimiguerrero. The rapper’s sound can be described as Afro-futurism, blending trap, Afrobeats, grime, and more to create his unique style. Hailing from Newham, East London, Fimi details his challenging experiences in his music while also showcasing his Rockstar persona. His latest mixtape, ‘Immigrant,’ provides a unique and introspective commentary on his punk-inspired sound, which is a rarity in the trap genre. It’s as if he’s a fusion of Kendrick Lamar and Playboy Carti.
BAWO
Born and raised in West London, Bawo is a rapper who is creating a significant buzz. Commencing his musical journey on Soundcloud in 2019, Bawo has continuously grown, amassing millions of streams on various platforms. His debut EP, “Live & Let Thrive,” showcases his versatility, as he effortlessly transitions between different beats per minute (BPMs), exploring genres like afrobeats and garage, displaying remarkable composure across a diverse sound spectrum. In 2023, he started the year on a high note by opening for the esteemed rap veteran, The Alchemist, in London.
Inspired by the impact of 50 Cent’s ‘Get Rich or Die Tryin’,’ Bawo’s music delves into the intricacies of balancing relationships, career aspirations, and responsibilities amidst the daily hustle of London life. His latest EP, “Legitimate Cause,” was born from a humorous response to persistent inquiries about when he would take music seriously. It became his way of saying, “How about this as a job?”
Bawo’s distinctive style is characterized by melodic hooks, introspective lyrics, and soothing flows that captivate listeners. In tracks like “Stay Close,” he reinterprets Burial’s “Shell of Light” into a garage-infused composition for the cloud-rap era. With the success of “Legitimate Cause” and an impressive tour, Bawo has ascended to become one of the leading figures in the UK alternative rap scene. However, he challenges the conventional definition of “alternative” in the UK, emphasizing that true innovation lies beyond simply recounting tales of struggle and hardship, encouraging exploration of unconventional rhythms and styles.
Highlyy
The 19-year-old Afro-pop sensation, hailing from Essex, captured our attention with her unique blend of English, French, and Yoruba in her viral hit, ‘Soldier.’ A mere 15-second clip on TikTok ignited a wildfire of creativity, amassing over 160,000 organic creations and even catching the eye of Chris Brown, who shared the song on his Instagram. As a singer-songwriter, Highlyy often delves into the challenges faced by young women and the tribulations of teenage life. Growing up in a musically inclined family, her initiation into the world of music occurred at the tender age of eight when her dad introduced her to her first studio session. Her diverse range of influences encompasses Congolese artists like Fally Ipupa and Koffi Olomide, along with contemporary icons like Tems, Beyoncé, and Yxng Bane. From that point on, she has been on an unwavering trajectory. Notably, North London rapper Tion Wayne recently discovered Highlyy, leading to her involvement in the remix of ‘Soldier.’ It’s evident that the stars are aligning for this talented young artist.
Skeete
Nottingham, a city known for its rich cultural heritage, has recently given birth to a rising star in the music scene – Skeete. With a captivating blend of R&B, soul, dancehall, and Afrobeats, the talented singer has managed to capture the hearts of listeners around the world. Skeete’s musical influences are diverse, drawing inspiration from the likes of Usher, Chris Brown, and Brandy. These renowned artists have left an indelible mark on his music, shaping his unique style that seamlessly merges various genres. Interestingly, Skeete’s path to musical stardom was not a straight line. Originally destined for a career in football, he made a life-altering decision to redirect his path towards the world of music. This pivotal choice ultimately paved the way for his remarkable journey in the industry.
Skeete’s versatility as an artist is a testament to his exceptional talent. His heavenly vocals and impeccable penmanship distinguish him as one of the most versatile artists in the contemporary music scene. Whether it’s the soulful melodies of R&B, the infectious rhythms of dancehall, or the groovy vibes of Afrobeats, Skeete effortlessly weaves them into his music, creating a sound that’s uniquely his own.
5EB
Seb, who stylizes himself as 5EB, is an eclectic rapper hailing from the vibrant streets of North London. Despite his relatively low profile, 5EB has quietly made significant contributions to the music scene over the years. His collaborations with artists like Yung Fume have solidified his position in the industry, and his journey is nothing short of remarkable.
One of the defining moments in 5EB’s career unfolded when he emerged victorious from a pool of thousands of talented contestants in the Prospect100 Global Music Competition. This platform aims to connect budding young creatives with established professionals, and 5EB’s track, “3 Phones,” was the standout winner. This triumph not only earned him recognition but also secured him a coveted spot on the main stage of the Strawberries and Creem festival. Sharing the stage with heavyweights like Burna Boy and Partynextdoor, 5EB had truly arrived.
Listening to 5EB’s music, it’s clear that his influences are wide-ranging and diverse. He draws inspiration from artists such as Sahbabi, Potter Paper, Pierre Bourne, House of Pharaohs, and even legends like Tupac. Contemporary stars like Gunna have also left their mark on his sound, resulting in a rich tapestry of musical elements that define his unique style.
In a recent interview, 5EB expressed his aspirations, saying, “My goal in life is – and I’ve said this before – when I wake up, to get to be creative and choose what I want to do. That is freedom.” It’s evident that 5EB is living his dream, as he continues to push the boundaries of creativity and build a career in a field that allows him to express himself freely.
In conclusion, 5EB, the eclectic rapper from North London, is a hidden gem in the music scene. His journey from the underground to the main stage is a testament to his talent and dedication. With a diverse range of influences and an unwavering commitment to creative freedom, 5EB is a rising star to watch as he continues to make waves in the industry.
Zino Vinci
Born in Germany and raised in East London, Zino Vinci can be described as a polymath. The Part rapper, part graphic designer and conceptual artist amongst other hats is one that refuses to be placed in a box. Born Jefferson Okoro, the East London rapper has been slowly fine-tuning his skills over the past few years. He cites Kendrick Lamar as “the first-ever artist to make me want to rap”, which is evident in his delivery and use of his cadence to give his lyrics character. What makes Zino so interesting is his inclusion of external influences within in his music, ranging from anime to comedy. The CEO of the friendship group isn’t stopping just yet, recently announcing his upcoming EP, Filthy and Disgusting, We certainly cannot wait.
Ashbeck
The North-West Londoner, Ashbeck reflects on his love for hip-hop, recalling the pivotal moment when he was around 14 or 15 years old, hearing “Robes” by Freddie Gibbs and Madlib for the first time. This was the point at which his deep affection for hip-hop truly blossomed. He found profound inspiration in Freddie and Madlib’s album, “Piñata.”
Ashbeck’s journey as an artist began with his first official release, “Tango,” in 2018. Fast forward five years and his musical prowess has significantly evolved. When asked about the influence of his initial love for hip-hop on his current sound, he explains, “At the same time as I was listening to Doom I was listening to Playboy Carti’s old shit. So I had these two sounds in my head; I had the hip-hop sound and the new trap sound. A lot of my music nowadays is very trap-influenced with the synths and the drums. I was listening to the grime scene too, a lot of D Double E. The three things that merged in my head were trap, grime and hip-hop. I use a combination of grimy flows and hip hop flows but over chill trap beats.”
Reubin Aziz
Reuben Aziz, a budding artist based in London, has recently emerged as a promising new talent in the realm of UK R&B. His initial tease of the track ‘Find U’ garnered an impressive 10 million TikTok views, sparking comparisons with R&B sensation Brent Faiyaz upon its official release. In ‘Find U,’ Reuben’s artistry shines through, with his sped-up, high-pitched vocals evoking a sense of longing for an elusive love. Not only a gifted vocalist but also a skilled producer, Reuben weaves sweet vocal harmonies, dreamy synths, and subtle beats to complement his captivating melodies. Despite his rapid ascent, Reuben humbly states, “I’m simply striving to sing my way out of a 9-5 grind.”
Demi Mulla
Hailing from the vibrant streets of Streatham in South London, artist Demi Mulla concocts a captivating fusion of Dancehall, Afrobeats, and R&B, shaping his own unique sonic landscape. With an astonishing 276,000 posts dedicated to his hit song ‘Remorse’ and an impressive half-a-million streams on Spotify, it’s hardly surprising that he’s lined up for a remix collaboration with Afroswing sensation Darkoo. This marks a momentous launch for his burgeoning career, and his ability to effortlessly glide through tracks, as seen in ‘Demi,’ undoubtedly contributes to his soaring popularity. Drawing inspiration from UK R&B luminary Angel, who, like Demi, is a formidable singer-songwriter, it’s clear that Demi, though a newcomer in the industry, shines with the promise of a luminous future.
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