6 Believe artists to watch out this fall 2025

This time around, our carefully curated selection brings you artists from Brazil, the United Kingdom, Thailand, Germany, and the United States. And while there are plenty of hip-hop artists featured this season, we haven't forgotten to slip in a little neo-soul treat and a dark pop surprise.

As always, we are pretty sure you’ll find an artist you didn’t know you were looking for! And it’s as simple as pressing that scrolling down and pressing the play button. So, here we go!

The fact that Ego Ella May has been described as “the star of the UK soul renaissance” by the Guardian says a lot about her eleven-year career. Since the release of her 1st EP Breathing Underwater in 2014, her signature blend or R&B, neo-soul, jazz and electronics never stopped to be acclaimed.

After So Far (2019), which reprised her first songs, she released Honey for Wound in 2020. This masterful album won her the ‘Best Jazz Act’ prize at the MOBO Awards 2020 and ‘Vocalist of the Year’ priz at the Jazz FM Awards 2021. During lockdown, she embarked on FIELDNOTES, a large-scale musical project in which the young Londoner set her introspective songwriting to jazzy soul and R&B melodies. FIELDNOTES spans 3 EPs, brought together in an album released in late 2024.

After kicking off 2025 with a sold-out concert at the prestigious Royal Albert Hall, Ego Ella May published the 5-year anniversary edition of Honey For Wounds and recently gifted us two beautiful songs “What we do” and “We’re Not Free”.

Even if he first appeared in early summer 2024 with the solo single “Pinheiro”, Ghard’s fame owes much to his participation in the mixtape SuperNova Vol.1 of the music label SuperNova Ent, which is known for promoting emerging urban music artists. Bringing together well-known local figures such as Veiggh, Niink, and G.A, the project exceeded 90 million streams in just one month.

His ever-growing fan base praises Ghard for his blend of rap, trap and pop, and his great authenticity. So, when Ghard released his first solo project H.A.R.D this summer, it was met with quite enthusiasm. The single “Icones Globais” featuring Vulgo FK alone has been streamed more than 5 million times.

Ghard is clearly positioning himself as one of the promising new voices in Brazil’s buzzing urban music scene. And his feature on “Escalade”, a track from the latest album by G.A (another promising artist from the same scene), only confirms this.

Though a native of Louisiana, it was in Houston that King Hendrick$ began to make a name for himself about ten years ago. Over the years, the rapper has built up a solid and loyal fanbase that now extends beyond Texas, judging by the hundreds of thousands of listeners who stream his music every month.

Beyond his talent, his success also lies in his staggering work pace. Since 2023, he has released 10 albums, around 30 singles - including the 2024's hit “Leaving the Lot” – and has collaborated with numerous artists. Local acts such as OTB FastLane, That Mexican OT, and MG Lil Bubba, but also Detroit heavyweights such as BabyFace Ray and Peezy, who appear on Mob America and Super Villain Origin Story, two albums heavily influenced by Detroit's sound.

Combining jazzy tones and powerful bass lines, Baller Academy (Deluxe) is his latest project to date. And at the rate King Hendricks is going, it may not be his last release of the year!

While many artists' careers now begin on social media, it is still rare for this to happen on Twitch. And yet it was on the livestreaming platform that Cray (short for Chenet Ray) began her career, when she decided to spice up her gaming sessions with electro DJ sets.

One thing led to another, and she soon found herself performing at major festivals such as Electric Zoo, opening for Skrillex, and headlining a tour in Australia. But Cray is also a producer and singer. While her early tracks such as “4never” and “Fractions” are more on the electro-pop side, she then moved more towards alternative pop and almost punk sounds, as on “Bad Summer” and “Mean Girls”.

Since 2024, Cray has been moving closer to electro again, with dark pop tracks where jittery beats rub shoulders with electric guitars, as on the restless “EAT DIRT” and “Eat Your Heart Out.” Her style excels here, as can be heard on the epic and voluptuous “Till Death”, her latest single.

It didn’t take long to Afrique63 to become one of the up-and-coming sensations of the German rap scene. At the end of January 2025, the young rapper released a controversial video, almost a manifesto of his hard-hitting, in-your-face rap style, which would become his ticket to fame.

Capitalizing on this popularity, Afrique63 released “Kismet”, his first official single, in March. The track confirmed his uncompromising “street rap” style, carried by a deep powerful voice. He followed this direction on subsequent singles such as ‘Farben’ and “Debitel”, and even on ‘Money Dance’, a track by producer duo The Cratez featuring Afrique63's signature flow.

After releasing a first EP in August featuring his first seven singles – whose name, AFD (Afrique Fkct DeutschRap), and cover art mock the German far-right party – Afrique63 has just released his eighth track of the year. But don't get fooled, if “3Asabi” seems calmer and a little melancholic, the lyrics are still firmly rooted in street reality.

Hailing from Bangkok, JayQ is a real newcomer on the Thai music scene. Though he released his first song in March 2024, he really stepped up his game in 2025. And with “Hurry Up”, his second release of the year, he hit the nail just right.

A blend of hip-hop and RnB talking about the urgency of pursuing your dreams, the song was an instant catch, staying for 8 weeks in Thailand Top charts and topping 40 million views on YouTube.  “Hurry Up” was his signature song, as JayQ gradually won over young audiences with his innovative approach to hip-hop, incorporating elements of R&B, trap-soul, and pop.

All these influences can be found in his subsequent singles such as “ThaiKids” or “ฝากไว้ให้ Kiss” with BLVCKHEART. Moving slightly away from his usual style, JayQ released his song “กอดเธอได้ไหม” in mid-October, a autotune-infused pop ballad with romantic overtones.