Tag: Because Records

Video by William Ruben Helms

New Video: JOVM Mainstay Alewya Shares Sultry Club Banger “Saleh”

JOVM mainstay Alewya is an acclaimed London-based singer/songwriter, producer and visual artist. Born in Saudi Arabia to an Egyptian-Sudanese father and an Ethiopian mother, the acclaimed London-based artist has spent her life surrounded by diaspora immigrant communities: She grew up in West London and after a several year stint in New York, she returned to London. Upon her return home, the Saudi-British artist developed and honed her ear for music through the sounds of the Ethiopian and Arabic music of her parents and the ambient and alternative rock albums of her brother. 

She’s part of a generation of artists actively redefining global music, a generation that’s generally rooted in heritage, yet unbound by it. Describing herself as a painter, who makes music, Alewya approaches sound as texture and feeling, guided more by intuition than structure. Her sound and story help to widen the Black British frame, bringing the often under heard North and East African perspective into a much-needed focus. 

Back in 2020, the JOVM mainstay burst into the scene with an attention grabbing feature on Little Simz‘s “where’s my lighter,” which caught the attention of Because Records, who signed the rising artist and released her critically applauded debut, 2021’s Panther In Mode EP. 

Alewya’s highly-anticipated full-length debut, ZERO is slated for a June 26, 2026 release through Because London Records. The album reportedly embodies years of artistic growth into an effort that’s both deeply personal and sonically expansive. But the album also marks a significant milestone, as it sees her boldly stepping into a new creative era, defined by fearless experimentation and cultural fluidity. 

ZERO will include the previously released “Night Drive,” feat. Dagmawit Ameha and “City of Symbols,” “Eshi,” and the album’s latest single “Selah.” Produced by longtime collaborator Busy Twist, “Selah” is a sultry, club banger anchored around pulsing Afrobeats-like instrumentation and production paired with a propulsive, infectious bass line and the JOVM mainstay’s effortless, hypnotic delivery. “Selah came from playful instinct,” Alewya says.

Directed by Iggy London with creative direction by Lee Trigg and movement direction by Kitz Katila, the accompanying video for “Selah” captures the cathartic release of joy, sweat through color and dance at a Black London party. This kinetically shot video should remind you that there’s true freedom and unity on a strobe-lit dance floor — and that Black folk are fucking beautiful.

Video by William Ruben Helms

New Video: JOVM Mainstay Alewya Shares Broodingly Cinematic “Eshi”

JOVM mainstay Alewya is an acclaimed London-based singer/songwriter, producer and visual artist. Born in Saudi Arabia to an Egyptian-Sudanese father and an Ethiopian mother, the acclaimed London-based artist has spent her life surrounded by diaspora immigrant communities: She grew up in West London and after a several year stint in New York, she returned to London. Upon her return home, the Saudi-British artist developed and honed her ear for music through the sounds of the Ethiopian and Arabic music of her parents and the ambient and alternative rock albums of her brother.

She’s part of a generation of artists actively redefining global music, a generation that’s generally rooted in heritage, yet unbound by it. Describing herself as a painter, who makes music, Alewya approaches sound as texture and feeling, guided more by intuition than structure. Her sound and story help to widen the Black British frame, bringing the often under heard North and East African perspective into a much-needed focus.

Back in 2020, the JOVM mainstay burst into the scene with an attention grabbing feature on Little Simz‘s “where’s my lighter,” which caught the attention of Because Records, who signed the rising artist and released her critically applauded debut, 2021’s Panther In Mode EP.

Alewya’s highly-anticipated full-length debut, ZERO is slated for a June 26, 2026 release through Because London Records. The album reportedly embodies years of artistic growth into an effort that’s both deeply personal and sonically expansive. But the album also marks a significant milestone, as it sees her boldly stepping into a new creative era, defined by fearless experimentation and cultural fluidity.

ZERO will include the previously released “Night Drive,” feat. Dagmawit Ameha and “City of Symbols,” along with the album’s third and latest single “Eshi.” “Eshi” weaves broodingly atmospheric electronics, shimmering keys thumping beats and gnawa-like percussion with a looping figure played on an Eritrean and Ethiopian instrument, masenqo, a single-stringed bowed lute that features a diamond-shaped resonator. Alewya’s expressive delivery ethereally floats over the song’s widescreen production and instrumentation as it builds up and intensifies to a chant-driven crescendo. The result is a song that feels woozily anachronistic, in the sense that it draws from ancient traditions and pairs them with contemporary, Western/pop-influenced sounds and production techniques. “Eshi is rooted in tradition but unbound by it too, which is one of the pillars of ZERO,” Alewya explains.

The accompanying video was co-directed and co-produced by Yonas Tadesse, Frehiwot Berhane, Tedos Teffera and Alewya, and was shot in Lalibela, Ethiopia, during the celebration of Gena, Ethiopian Orthodox Christmas. The gorgeous, cinematically shot video captures and reinforces a strong sense of community and culture, both of which are central and defining forces in the JOVM mainstay’s work.

Video by William Ruben Helms

New Video: JOVM Mainstay Alewya Teams Up with Dagmawit Ameha on Sultry and Propulsive “Night Drive”

JOVM mainstay Alewya is an acclaimed London-based singer/songwriter, producer and visual artist. Born in Saudi Arabia to an Egyptian-Sudanese father and an Ethiopian mother, the acclaimed London-based artist has spent her life surrounded by diaspora immigrant communities: She grew up in West London and after a several year stint in New York, she returned to London. Upon her return home, the Saudi-British artist developed and honed her ear for music through the sounds of the Ethiopian and Arabic music of her parents and the ambient alternative rock album of her brother.

The Saudi-born, British artist is part of a generation of artists actively redefining global music: They’re generally rooted in heritage yet unbound by it. Describing herself as a partner, who makes music, Aleway approaches sound as texture and feeling, guided more by intuition than structure. Her sound and story widen the Black-British frame, bringing the oft-under-heard North/East African perspective into a much-needed focus.

Back in 2020, the JOVM mainstay burst into the scene with an attention grabbing feature on Little Simz‘s “where’s my lighter,” which caught the attention of Because Records, who signed the rising artist and released her critically applauded debut, 2021’s Panther In Mode EP, which featured:

  •  The Busy Twist-produced debut single “Sweating,” a forward-thinking Timbaland-like mesh of trap, reggae and electro pop. 

  • “Spirit_X,” which paired elements of Timbaland, trap and drum ‘n’ bass paired with the rising British artist alternating between spitting fiery bars and sultry crooning

  • The sultry and defiantly feminist anthem “Play” 

  • “Channel High” a slick synthesis of grime, contemporary R&B, dancehall, electro pop and Afrobeats

The acclaimed JOVM mainstay’s latest single “Night Drive,” feat. Dagmawit Ameha is the first bit of new material in over three years. The new single sees the acclaimed Saudi-British artist boldly stepping forward into a new creative era and way of life.

“Night Drive,” is a lush, slickly produced, futuristic-leaning blend of 80s and 90s Detroit and Chicago house, minimalist beats, alt R&B, Ethiopian music, Afrobeats and komische musik with a playful and naughty nod to Grace Jones’ “Pull Up To The Bumper.”

Written and demoed by Alesha before being fleshed out and brought to live with long-time collaborators Craigie Dodds and Dean Barratt, “Night Drive” began as a minimal and intuitive feeling that evolved into an ode to Detroit house and the roots of Black electronic music.

Directed by Taichi Kimura, the accompanying video for “Night Drive” was shot during a recent, deeply influential trip to Japan, the video is a fever dream that follows the acclaimed JOVM mainstay through the heady, late night buzz of a neon-lit city, the backseat of a speeding cab and the sweaty pulse of a packed dance floor.

Video by William Ruben Helms

New Video: JOVM Mainstay Alewya Returns with the Sultry and Urgent “Channel High”

Dubbed “this decade’s triple threat” by Love Magazine, Alewya is a rapidly rising London-based singer/songwriter, producer and visual artist. Born in Saudi Arabia to an Egyptian-Sudanese father and an Ethiopian mother, Alewya has spent her life surrounded and nurtured by diaspora immigrant communities: she grew up in West London and after spending several years in New York, she returned to London. Upon returning home, the rising British artist developed and honed her ear for music through the sounds of the Ethiopian and Arabic music of her parents and the ambient alternative rock albums of her brother. 

The Saudi-born, Ethiopian-Sudanese, British-based artist’s name translates from Arabic to English into “most high” or “the highest,” and interestingly enough, her work thematically concerns itself with transcendence. She sees her music as an accessible space for her and her listeners to connect on a deeply spiritual level — with her work challenging the listener to remember the last time that they felt truly connected to themselves and their emotions. “I want to move people to themselves. I want them to feel the same way that I felt when I had a taste of a higher power and felt there was a presence over me,” Alewya says. “I want people to feel that.” 

Last year, Alewya had an attention-grabbing feature on Little Simz‘s “where’s my lighter,” which caught the attention of Because Records, who signed the rising artist and released her The Busy Twist-produced debut single “Sweating,” a forward-thinking Timbaland-like mesh of trap, reggae and electro pop. The rising London-based quickly followed that up with “Spirit_X.” Centered around a forward-thinking production featuring skittering, tweeter and woofer rattling beats and arpeggiated beats “Spirit_ X” is indebted to classic drum ‘n’ bass while seeing the rising British artist alternating between spitting fiery bars and sultry crooning.

Alewya capped off a big 2021 with the release of her critically applauded debut EP Panther In Mode last month through Because London Records. The EP features the aforementioned “Sweating, “Spirit_X,” “Jagwa,” and the sultry and defiantly feminist anthem “Play.”

“Channel High” Panther in Mode‘s fifth and latest single is a slick synthesis of grime, contemporary R&B, dancehall, electro pop and Afrobeats that’s roomy enough for the rising British artist to pull out another incredibly self-assured, Lauryn Hill-like performance. Much like its predecessors, “Channel High” is politically charged, calling for music to bring about a much-needed paradigm shift.

Directed by Alewya, Simon Lane and Lee Trigg, the recently released video follows the JOVM mainstay biking through an abandoned industrial zone while performing the song.

Video by William Ruben Helms

New Video: Emerging Saudi-born British-based Artist Alewya Releases a Sensual Visual for Club Banging Debut “Sweating”

Dubbed “this decade’s triple threat” by Love Magazine, Alewya is an emerging London-based singer/songwriter, producer and artist. Born in Saudi Arabia to an Egyptian-Sudanese father and an Ethiopian mother, the rising British singer/songwriter, producer and artist has spent her life surrounded by diaspora immigrant communities: she grew up in West London and after spending several years in New York, the emerging Saudi-born, London-based multi-disciplinary artist returned to London. At home, Alewya developed and honed her ear for music: through the sounds of the Ethiopian and Arabic devotional music of her parents, and the ambient alternative rock albums her brother would play. 

Interestingly, the translation of the emerging Saudi-born, British-based artist’s name from Arabic means “most high” or “the highest” so it’s fitting that her music thematically is centered around the idea of transcendence. In fact, she sees her music as an accessible space for her and her listeners to connect on a spiritual level, with her work challenging the listener to remember the last time they felt truly connected to themselves and their emotions. “I want to move people to themself. I want them to feel the same way that I felt when I had a taste of a higher power and felt there was a presence over me. I want people to feel that.” 

Earlier this year, the emerging Saudi-born, British-based multi-disciplinary artist had an attention-grabbing feature on Little Simz’s “where’s my lighter.” Building upon a growing profile, Alewya signed to renowned British label Because Records, who will be releasing her debut single, The Busy Twist-produced “Sweating.” Centered around twinkling synth arpeggios, skittering trap beats, reggae-influenced riddims and a self-assured and sultry vocal from the rising Saudi-born, British artist, the track — to my ears, at least — will draw comparisons to Timbaland’s forward-thinking, futuristic work with Missy Elliot, Aaliyah and others. It’s the sort of song that would (and should) inspire you to grind and wine into the wee hours with that pretty young thang at the club.“It’s about feeling chemistry with someone but also about a female who is not afraid of her prowess and power,” Alewya says in press notes. “It’s a mood.” 

Directed by Jack Bowden, the recently released visual exudes with a raw, carnal energy as we see dancers in an industrial space wining and grinding. We see the emerging British-based artist confidently owning the screen while hinting at her wide-spanning talents.