uNder: Best New Artists (October 2024)
Featuring Sarah Phenom, Soundz, Westhan Boyz and Joya Mooi
As African music continues to dominate the global stage, it’s become more and more important to lock in on new talent and watch their growth from its early stages.
For this month’s edition of uNder, we’re highlighting the best artists from across the continent who have risen above the tide of emerging talent — from Southern Nigerian talents WesthanBoyz, whose soulful sound taps right into the melancholia and search for community that rules young people’s lives today, or South African singer Joya Mooi whose refreshing, heart-on-your-sleeve honesty powers her catchy alt-R&B cuts.
This months selection also includes the talents of Rwanda-born Sarah Phenom, the enchantress whose evocative style takes all the best influences from R&B and Soul; and Nigerian act, Soundz, whose unforgettable hooks are sure to become a staple in Afropop as his star continues to rise.
Read more below and listen to our uNder playlist here:
SARÀH PHENOM
For fans of: Anabel Rose, Aya Nakamura & Lavaud
Sarah Phenom is a musical omnivore. While the London-based artist’s music – which is still in short supply at the moment – mostly operates within the framework of popular music, it’s a refreshing mix that marries the progressive tempos of Afropop with stateside Hip-hop and R&B influences into a “melting pot” as she describes in a recent interview with NATIVE. It’s no surprise that the fast-rising star’s music is chock-full of various influences as a nomadic life – born in Rwanda, raised in Belgium and France, and now based in London – has ensured she’s developed an eclectic taste that comes across evidently in her music and crisp visuals.
After a memorable showing on “Edamame,” an enthralling cut off Molitor’s 2022 compilation album, Sarah Phenom released her official debut single “10%” in early 2024. The single offered a polished and punchy introduction to Phenom’s style as she smoothly sings about the push-and-pull qualities of a flawed relationship over some groovy basslines and moody synths. “I thought about calling you today, But then I just put my phone away,” she sings relatably in the opening seconds of the single. Phenom followed up her debut with the bouncy “TESLA” where she shows off her rap and multilingual skills before recently releasing her debut project titled “girl.”
The 6-track debut coalesces much of Phenom’s wide-ranging influence into dynamic and entertaining records that showcase her artistic range. Aside from the pre-released “10%” and “TESLA,” tracks like “Don’t Stop” which takes influence from the UK’s electronic subgenre DnB and the extremely groovy, House-inspired “Boyfriend in Paris,” are further proof of her eclecticism and ingenious style that’s equally entertaining and refreshing. The Thisizlondon-assisted opener “Ou La La” is also a standout cut, as the London-based singer effortlessly glides atop a riotous beat, showing off the scale of her artistry and laying down a strong marker for the exciting potential that she possesses.
– B.A
Soundz
For fans of: Crayon, Oxlade and Joeboy
There’s an irresistible charm to Soundz’s music. Whether he’s serenading a love interest or singing about the demands of becoming a successful act, his approach is usually uncomplicated, blending the tender sensibilities of Afropop with R&B to make for extremely melodic earworms. Aside from his breezy, straightforward approach to making music, a huge part of Soundz’s appeal is his ability to craft killer hooks that stay with you long after you’ve heard them. Take for example “Attention,” his 2022 sleeper hit that helped him achieve mainstream success, built around an incredibly catchy hook that has an ease to it. It’s formulaic, but it works.
This formula – which heavily relies on Soundz’s melodic instinct – has taken some time to nurture. While early singles like “Shakara,” “Okay” and 2020’s self-produced “Cinderella” are tuneful, they don’t particularly stand out when stacked up against the plethora of breezy Afropop numbers that have become ubiquitous on streaming platforms. After slightly refining his sound, the Lagos-born singer found the perfect groove on 2022’s ‘In The Rough.’ In an interview discussing the creative process of the project, Soundz explained that the EP was inspired by a rough patch that he experienced. The songs are, however, anything but rough. They all sound slick and streamlined, powered by straightforward lyricism, inviting melodies and harmonies as well as his characteristic saccharine hooks.
Following the success of ‘In The Rough,’ which peaked at number 36 on the TurnTable Top 100 Albums chart, Soundz has continued his ascent to the the top of the Afropop pyramid with singles like “at your Service,” the uber-chill “Kiss N Tell,” and “Fever,” a lustrous duet with Fave which has found considerable success on streaming platforms. More recently, Soundz released his sophomore project ‘Diamond & Roses,’ a neatly executed 4-track pack that offers more airy Afropop cuts which will likely have you longing for your toes in the sand with a drink in hand. The records are not groundbreaking or eccentric, but they possess an irresistible quality that continues to help Soundz stand out amidst the new vanguard of Afropop stars. – B.A
WesthanBoyz
For fans of: Ajebo Hustlers, Styl-Plus, and Bracket.
Afropop might be in its glitziest and most commercial era yet; immensely rewarding solo stars who operate as the nucleus of their creative orbit – but the genre has always showcased stellar bands that reaffirm the magic that can happen when two or more coming together to build out soundscapes that are both intriguing and well-paced. From The Remedies to P-Square , Styl-Plus, and Bracket, Nigeria has witnessed musical groups capture the zeitgeist across eras. Hailing from the country’s southern powerbase, Port Harcourt, WesthanBoyz are steeped in the tradition of Afropop’s greatest groups, subsuming influences from Rock, Hip-hop, and indigenous call-and-response music into their soul-leaning sound.
WesthanBoyz broke out thanks to a flurry of freestyles and covers that resonated with their online community. They have continued to forge a path for themselves with a series of well-curated releases that tap into the subtle resignation of online melancholia and the fraternal sense of community that young people are tapping into to escape the bleakness of 21st century existence. Their debut single, 2022’s “Foreigner,” is a somber reflection on feeling like an outsider thanks to a mix of paranoia and the struggles of youth.
The topics that WesthanBoyz tackle place them in the lineage of another Port Harcourt star, Omah Lay, who is lauded for his nuanced takes on sensitive topics like mental health struggles and heartbreak. If there was any doubt about the raison d’etre for their music, the Zeezy-featuring “Suicidal,” written from the brink of a mental breakdown, is imagined as an encouragement to keep striving despite life’s uncertainties. For all the angst that populates their music, there is a deft sense of carefreeness that breezes through their music. “Diallo,” off last year’s two-track release, ‘Wild West,’ is a supple romantic number fit for year-end revelry while “Kaduna Babe” is a more uptempo groove. WesthanBoyz have kept up with their impressive streak in 2024. “High Way,” an orchestral-inspired tale from the doldrums, sees the boys’ insecurities and vices rise to the surface. But the real highlight from this year has been “Red Line,” a tear-jerker in the fashion of Styl-Plus that contemplates survival, escapism, and the troubles of figuring out a pathway to sustainability in Lagos – W.O
Joya Mooi
For fans of: Jorja Smith, Yamiko, Konyikeh
For someone releasing music for as long as Joya Mooi has, it only makes sense that her artistry has undergone several phases. The Johannesburg born singer, raised by two musically-inclined parents, could hardly escape having a vast musical background woven together by Jazz, Electronic and indie R&B. “My father plays the trumpet, my mother sang, and they really loved the idea of all of their kids playing music. So I started playing the saxophone, but by then, I already knew I wanted to sing as well. I was too shy to ask for vocal lessons, but from then I started writing lyrics and melodies in my room,” the singer shared in an interview, ahead of her 2020 release ‘Blossom Carefully’.
Across the 6-track EP, Mooi soundtracked a myriad of emotions alluding to a longing for freedom that audiences at the time could easily relate to given the pandemic-induced lockdowns. While “Hold You Tight” expressed a longing for intimacy, the titular track hones in a feeling of loss and the need to seek a sense of belonging. And her earlier works do just that – perfectly mirroring a search for one’s self that later arrives with a sense of resolution on her 2023 R&B album, ‘What’s Around The Corner.’
For her most recent offering, ‘Open Hearts,’ Joya Mooi switches gears to the more upbeat tempo of Electronic music, strung together by the emotive confessionals and mellifluous vocals borrowed from her inescapable R&B roots. However, she also clearly indicates that the road to self-discovery is never ending, with each song being an introspective exploration of her personal identity, collective heritage and true authenticity. As always, Mooi wears her heart on her sleeve, encouraging her listeners to navigate their own path to truly embracing oneself. While intro tracks “Poster Child” and “Open Hearts” are coloured with the vibrant strums of House music, “No Holding Back” optimises a more melancholic approach, allowing the groovy beats lay in the background of her refreshing vocals. However, the EP closer, “Overlooked Ghosts,” takes us right back to the dance floor with vocal assistance from Gracy Hopkins. Joya Mooi’s discography is a clear indicator of her incessant progression and maturity in delivery as well as her abundant musical range, leaving her perfectly positioned for a bigger breakthrough in the near future.
Rema Has Another Banger With Explosive “Kelebu”
The Rave Lorde has kept to his word to deliver a summer hit.
Rema has released his highly anticipated new single “Kelebu.” Early last month, the Benin-born star took to social media to promise an incoming summer release. ‘Still owe y’all that summer Banger,’ he tweeted. Weeks later, he gave more insight about the direction of his forthcoming release, tweeting, ‘Ok.. I want y’all to DANCE this summer!’
After much anticipation, the singer posted a snippet of “Kelebu” in usual fashion, promising $10k for whoever comes up with an easy dance challenge and raising excitement for what is probably about to become a dancefloor staple quickly.
The self-proclaimed Rave Lorde seemed to have favoured a more tempered approach in the last few months, opting for the sheen and soulfulness of R&B on his first two releases of the year. “Baby (Is it a Crime),” which had already taken on a life of its own even before its official release, gives Sade’s 1985 classic “Is It A Crime” an Afropop and R&B facelift, while “Bout U” sounds like it was picked out of a 2004 Marion Winans release.
With the release of “Kelebu,” Rema returns to the familiar chaos of 2024’s ‘HEIS,’ borrowing from an array of genres to create what is, without a doubt, one of his most exhilarating releases to date. Teaming up with close collaborator London and the German-born Ambezza, “Kelebu” takes inspiration from a host of regional genres like Dominica’s Bouyon and Mara, the new Street-Pop subgenre that’s recently come into prominence. There’s also strong Makossa and Coupé-Décalé influences across the track as Rema tears through the riotous beat with breakneck pace.
Whether “Kelebu” fits into a bigger picture or is the start of something new remains to be seen. You can never be too sure with Rema. He could be teasing several Trap-inspired songs one minute, and then go ahead to release a sensual R&B record the next. The Mavin star is somewhat unpredictable, and that’s part of his huge appeal. You’re not certain what comes next, but you’re seated for the ride regardless.
Listen to “Kelebu” here.
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The Locales That Shaped Our Favourite Afropop Stars
Markers of those places inevitably show up in the music of our favorite stars, enriching our soundscape and...
The concept of origin and heritage has never been more important in Afropop than right now. As the edges of the sound broaden and influences spring forth from all over, artists are increasingly taking on ambassadorial roles that see them represent the people, attitude, and ideals of where they hail from. Whether by birth or upbringing, artists are intrinsically tied to and influenced by these places where they have spent significant time socialising and soaking up influences. The markers of those places inevitably show up in their music, enriching our soundscape and furthering our collective cultural memory.
Whether it is Olamide putting on for Bariga on “Oga Nla 1” in tandem with Alhaji Wasiu Alabi Pasuma and Lil Kesh or Burna Boy beautifying Port Harcourt on “City Vibration,” we get a glimpse into these places beyond run-of-the-mill news that doesn’t offer a rounded perspective on the inner workings of the community. We are at once witnesses to communal struggles and pain via these artists’ perspectives, as well as willful participants in their ascension to musical superstardom while doing their best to hold on to their communities.
We compiled a list of some artists whose rise and continued success pay homage to the communities that raised them.
Wizkid, Ojuelegba, Surulere
It’s pretty befitting that the quintessential Wizkid song is “Ojuelegba,” a cut from his 2014 sophomore studio album, ‘Ayo’. While the singer has paid homage to his birthplace on a few previous occasions, no song venerates the Lagos suburb quite like “Ojuelegba.” Even as he made the smooth transition from national hero to global superstar shortly after the release of ‘Ayo,’ the album’s standout track continued to serve as a melodious autobiography that helps establish his roots for those unfamiliar. The song’s accompanying music video also captures the suburb’s bustling energy, as well as the unforgiving conditions that produced him. – B.A
Burna Boy, Port Harcourt
One of the many things that Burna Boy speaks with pride about is his native Port Harcourt. He constantly ensures that his city is at the forefront of his craft, dedicating songs that either narrate his experiences in the Garden City or highlight some of the social and political issues plaguing his home city. Songs like “Where I’m From” and “Ph City Vibration,” highlights from his third studio album ‘Outside,’ double as sturdy deep cuts and brief history lessons about Port Harcourt. In late 2022, the pop star also released a short documentary for “Whiskey,” detailing the environmental crisis in his birthplace. – B.A
Olamide, Bariga
No Nigerian artist is as representative of mainland Lagos as Olamide Baddo. Still, even the mainland is not a monolith, as different areas have their quirks and unique colorations. Bariga, Olamide’s neck of the woods, has been an ever-present in his music from the very beginning of his career, providing inspiration and grounding for the street-pop juggernaut who references the lessons learned and tales handed down in his hood. “Money,” the opening track from his sophomore album, ‘YBNL,’ features a bus conductor calling out for passengers to Ladilak, Bariga, forever immortalising the Lagos hood on wax. On “Rep Adugbo” from his incendiary ‘Baddest Guy Ever Liveth,’ he’s similarly unabashed about his dedication to Bariga, its inhabitants, and authority figures. Even superstardom hasn’t dulled those representative instincts: on “Supplier,” from his 2023 album, ‘Unruly,’ he’s keen to remind anyone listening that he carries Bariga with him everywhere he goes. – W.O
Asake, Lagos Island
Asake could only have emerged from the crucible of Lagos Island. There’s something about his carriage that undoubtedly suggests an upbringing in the oldest part of Lagos, and even though he doesn’t always directly reference Lagos Island, the seeds of its influence are in the margin of his work. The back and forth between Islamic and Christian motifs in his work is a legacy of the religiously tolerant culture of Lagos Island, and his slang usage reflects a stint living in the ocean-side community. Perhaps the clearest sign of his connection to Lagos Island came on his third studio album, ‘Lungu Boy,’ a detailing of his come-up story from Lagos Island hopeful to global superstar. On “Uhh Yeahh,” he sings, “Beere mi ni Kakawa,” directly shouting out the popular street in Lagos Island. Visual elements of his tour dates from 2024 also heavily featured and celebrated the streets of Lagos Island as the singer leaned into his heritage. Places like Adeniji Adele, Freedom Park, and Marina were featured, letting the world know that Asake has not forgotten his roots. – W.O
Zlatan, Ikorodu
Zlatan Ibile takes great pride in giving game to ambitious young hustlers looking to move beyond the current situation of their lives. His rise from Ikorodu hoodrat to Nigerian Hip-Hop royalty is the stuff of legend, but the stories of his woes, troubles, and sufferings in Ikorodu keenly display the relentlessness and dogged determination that saw Zlatan make a name for himself. He’s keen to reminisce on those days from time to time. On “Elevated,” off SuperWozzy’s 2021 ‘Light Of The Trenches,’ he sings, “Won fe k’enu mi gbe seh, biti church rat/ Mo moyan pupo n’Ikorodu ton ti te Shoprite,” reflecting on the lack that plagues huge swathes of Ikorodu. It’s a similar impulse that births his verse on Ajebo Hustlers’ “Dreams II,” which features a reference to his mischievous streak growing in Ikorodu. – W.O
Rema, Ekenhuan Road, Benin
If the syrupy trap-adjacent flow Rema employed on his introductory project or his incursions into diverse genres on several occasions since then have fooled you, his 2023 album, ‘HEIS,’ was a defiant reclamation of his identity as a Benin boy. To be fair, ‘HEIS’ didn’t just drop out of the blues; the Mavin singer had been preparing his audience for that home-leaning lurch since he stepped on stage adorned in a replica of the iconic mask of storied Benin royal, Queen Idia, during his first sold-out concert at the O2 Arena in London.
Reminding his audience of the painful history of British incursion in Benin, Rema set the stage for ‘HEIS,’ an album steeped in Benin-specific lore and acts of remembrance. “BENIN BOYS,” his blockbuster collaboration with Shallipopi, could not have passed the message of his origin better. Featuring a shoutout to his old neighbourhood, Ekenhuan Road, and an urge to the Oba to award him a medal, “BENIN BOYS” is a larger-than-life celebration of his city. Taken together with the rage-inducing “OZEBA,” it was a spiritual return home for one of Benin’s most iconic sons that showcased his identity for the world to see. – W.O
Seyi Vibez, Ikorodu
No one puts on for Ikorodu quite like Seyi Vibez. While the singer was originally born in Ketu, it’s in Ikorodu that he honed his craft as a skilled musician. He’s referenced his upbringing and Ikorodu specifically in a lot of his earlier interviews and songs, and it’s in that same administrative division that he put together his first show that pulled a crowd of about 200 people. The singer returned in 2023 for a free homecoming concert as a way to celebrate and give back to the community that helped kickstart and support his musical journey. He’s continued to rep Ikorodu even in recent times, most notably on his hit record “Shaolin.” – B.A
Mohbad, Ikorodu
Mohbad was one of Ikorodu’s crown jewels. In August 2023, just about a month before his passing, the singer posted a video of himself on Instagram visiting his old neighbourhood in Ikorodu. He went around distributing gifts and reconciling with longtime friends without any security, interacting organically with a community that regarded him as one of their own. He put on for his community just as much as they did for him. After his unfortunate passing, the youth rallies that were organised in Ikorodu to commemorate and demand justice for his death highlighted just how important he was to one of Lagos’s most populous hubs. – B.A
Shallipopi, Sapele Road, Benin
Even if his golden drawl and sonorous pidgin didn’t betray his Benin heritage, Shallipopi wouldn’t pretend to be from anywhere else but his hometown. That Benin heritage is in how Shallipopi perceives the world, the way he talks, and, particularly, how he approaches his music. “Obapluto,” the standout on his debut project, ‘Planet Pluto,’ features a prominent sample of Pa Monday Edo’s “Ogbaisi,” an homage to the Oba of Benin. It’s a trick he repeated on “ASAP,” off his sophomore album, ‘Shakespopi,’ sampling Alhaji Waziri Oshomah’s “Ikwekiame Nedumhe.” The chorus of his 2025 hit single is almost entirely sung in Bini, displaying the reverence that Shallipopi has for Benin – W.O.
Omah Lay, Port Harcourt
On the opener of Omah Lay’s critically acclaimed debut album ‘Boy Alone,’ he’s unequivocal about where he’s from. ‘All of the way from Port Harcourt/Water Side,’ he sings proudly, emphasising the city that shaped his music and creative voice. Throughout the album, he makes multiple other references to his background, whether it’s singing in his native Ikweere language or name-dropping neighbourhoods like the Marine Base area. In a Hypebeast interview from 2022, the singer spoke about his city with similar pride. “Port Harcourt is different from the rest of Nigeria in the way that we talk, eat– everything. It’s really different. All of that definitely influenced my music so much because it was really tough growing up in Port Harcourt, but that experience made me who I am today. I’ll never forget that or stop repping my city.” – B.A
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Best New Music: Ayra Starr Turns Youthful Swagger Into Sensual Elegance On “Hot Body”
On “Hot Body,” Ayra Starr sings with the relaxed certitude of a woman in command of her sexuality and...
All year, Ayra Starr’s music, visual aesthetic, and social media presence have shown us a new version of her. She seems to be outgrowing the teenager we met in 2021, and molding her grown woman identity right in our presence. In the video for “Gimme Dat,” her second single of the year, featuring Wizkid, we see the red convertible that featured on the cover for her 2024 album, ‘TYIT21,’ and extensively across music videos from that era being blown up into a crisp. It seemingly symbolised the end of one era and the birth of “Hot Body” and everything it represents.
When Ayra was introduced, her music explored themes tied to youth and the emotional fragility that comes with navigating that period of your life. The ‘19 and Dangerous’ era showed us a self-confident teenager who was sure of who she wanted to be. However, “Hot Body” signals something entirely different. Produced by Ragee with additional input from The Elements, it’s crystal clear from the first listen that Ayra is owning her allure and agency.
Employing a rhythm that feels retro-made for a cross between GRWM prep with the girls and sweaty dancefloor shifts, her vocal delivery feels almost like an incantation. It’s seductive. She’s fully in control of your gaze and even dictates what you do with it. On “Hot Body,” Ayra Starr sings with the relaxed certitude of a woman in command of her sexuality and space.
Her performance here is rife with context. Having graduated from teenage histrionics on ‘19 & Dangerous’ to the introspective, emotional maturity of her 2024 sophomore album, ‘The Year I Turned 21,’ Ayra Starr has grown not only in voice, but in message and presence. ‘The Year I Turned 21’ charted at No. 1 across DSPs in Nigeria and cracked the US Billboard 200, making her the first Nigerian female artist to enter that chart. This is a clear marker of her ascension into adulthood, and we can hear it in the music and see it in its visual accompaniment.
“Hot Body” feels like the logical next step after ‘The Year I Turned 21.’ Where that record explored vulnerability, grief, ambition, and identity, “Hot Body” distills the confidence born from that journey into a potent, sensual exhale. She’s no longer defining herself against the world; instead, she’s defining how the world should perceive her.
Lyrically, “Hot Body” is playful but bold, with just enough suggestion to feel grown and sexy without losing the thrill of young self‑discovery. Sonically, it’s sleek and minimalist, yet it’s brimming with the palpable charm of some of the best music of the 2000s–think Beyoncé and Sean Paul’s “Baby Boy” or Rihanna’s “Rehab.”
The rollout for the song matched its effortless energy. A snippet on TikTok and Instagram teased an accompanying dance to the song, and fans responded instantly, turning the anticipation into instant engagement. Capped at two minutes, it’s a release primed for our era of bite‑size virality: short, immediate, and boasting insane replay value.
Yet, what distinguishes “Hot Body” from many viral tracks is the assuredness of Ayra’s journey. She stormed charts with “Rush,” became the youngest Nigerian woman to surpass 100 million YouTube views, and earned a Grammy nomination for it–a badge of early achievement and youthful potential.
That youth is now transfigured. On “Hot Body,” Ayra embodies her new identity. What once sounded like a prophecy has become her reality: global collaborations, awards, stadium stages, modeling runways, and a major film role all fit into a broader canvas that her early self prayed for. “Hot Body” sits at the convergence of Ayra’s journey. It’s youthful swagger that has mutated into deliberate elegance; curious vulnerability solidified into mastery; and ambition shaped into ownership.
“Hot Body” is made for the dancefloor, but when you’re alone, it’s the perfect backdrop for the walk of recognition in a well-lit room as you give yourself flowers. Ayra tells us in this song that she knows who she is, what she looks like, and that’s enough.
Listen to “Hot Body” here.
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