The Amazon Music UK: 2025 Artists to Watch list is (in alphabetical order): Bea and her Business, Good Neighbours, Jordan Adetunji, Luvcat, Nieve Ella, nimino, Sammy Virji, Sasha Keable, SNAYX and Victor Ray.
The Amazon Music UK: 2025 Artists to Watch acts will receive prominent placements across Amazon Music playlists and stations throughout the year, with additional focus on new releases and further opportunities to be revealed in 2025.
These 10 acts have been selected by Amazon Music’s industry team for their distinctiveness and potential for success in 2025, representing a wide range of genres and musical styles within the British music scene. The Last Dinner Party, Wasia Project, Elmiene, Noahfinnce and Kenya Grace were among the artists to feature on the Amazon Music 2024 Artist to Watch list, all of whom went on to have a hugely successful year.
Laura Lukanz, Head of Music Industry, Amazon Music UK said of the programme: “Curating our ‘Artists to Watch’ programme is always an exciting and rewarding process and this year has been no exception. It has never been more important for us to demonstrate our deep commitment to championing emerging UK Artists, both at home and internationally. The 2025 Artists to Watch are testament to the calibre of talent in the UK, and we have an important role to play in supporting their growth at this crucial stage in their careers and beyond”.
As part of the initiative, each artist will receive support from Amazon Music over the next year to help further develop their artistic identities. The artists will also benefit from editorial and social media promotion across Amazon Music channels, helping them connect with existing fans and reach new audiences.
Amazon Music UK: Artists to Watch is one of many ways Amazon Music continues to support and nurture new musical talent. Global developing artist programme, ‘Breakthrough’, provides long-term, customised global plans for emerging artists during crucial moments in their careers. This support includes video and audio content, global marketing, increased visibility across Amazon Music playlists and programming, and high-profile Amazon Original tracks available only on Amazon Music. Amazon Music also champions UK artists globally through curated playlists like ‘+44’, the Amazon Music brand dedicated to representing the sound of the UK, spotlighting and celebrating the best UK rap, R&B, grime, drill and afrobeats music and the artists behind it.
Listen to the 2025 Artists to Watch playlist or simply ask, “Alexa, play the Artists to Watch” via the Amazon Music app for iOS and Android and on Alexa-enabled devices.
BREAKTHROUGH UK: ARTISTS TO WATCH 2025 BIOS & QUOTES
Bea and her Business
Drawing upon personal experiences which resonate across her generation, Bea and her Business specialises in instantly captivating pop songs which exude charisma, girl-next-door charm, and the conversational wisdom of a best friend. Influenced by the likes of Lily Allen, Lana Del Rey, Marina and the Diamonds and Hayley Williams, it’s a skill which has set the self-taught London musician on the road to becoming the UK’s next international breakthrough star.
On featuring on ‘Artists To Watch’ 2025, Bea and her Business says: “Huge love to Amazon Music. I am so very honoured to have been chosen as one of their ‘Ones To Watch’!!! The pressure is on baby! Bring on 2025 and lots of new music!”
Good Neighbours
The sublime power and charm of Good Neighbours lies in their ability as songwriters and artists to stay honest and childlike. By writing with themselves at the centre, unsigned to any brief or genre, has allowed Good Neighbours the freedom to work on what they see as a “blank canvas”. Rather than taking notes from what’s going on in the charts, or hitting on TikTok, their greatest source of inspiration comes from their Mubi account, and in particular the gorgeous coming-of-age films of A24.
Jordan Adetunji
Jordan Adetunji has always had an expansive musical ear. Hailing from Belfast, the 25-year-old singer/songwriter saw the UK’s acceptance and then expansion of afrobeats and afro-pop, merging with the likes of dancehall and UK-rap to eventually form the homegrown afroswing hybrid genre. Seeking to be part of the manifestation of Nigerian pop and afrobeats in the UK, Jordan Adetunji became enamoured with the buoyant afroswing sub-genre.
On featuring on ‘Artists To Watch’ 2025, Jordan Adetunji says: “Excited to be part of the Amazon Ones to Watch for 2025, the last 12 months have been a journey and a lot more to come! Love to Amazon Music for the support as always.”
Luvcat
Luvcat and her band are concocting a riot of Parisian decadence and British sweat ‘n’ sawdust; romance, danger, escapism and good old fashioned rock’n’roll. Her early rise has been as thrilling and immediate as the songs themselves – tales of doomed loves and twisted fantasy, that have seen her loyal following swell in number by the day. But to paraphrase a great man, first we must ask ourselves, how did we get here? One theory goes that Luvcat was born not so long ago, on the banks of the River Seine in the belly of a riverboat when, had you been passing by, you might have found a group of revellers clutching hand-branded silk knickers, in thrall to the woman on stage with her name emblazoned across them.
On featuring on ‘Artists To Watch’ 2025, Luvcat says: “I’m very thankful to be included on this lovely list. 2025 is gonna be a mad year for us.. lots of songs and lots of shows and lots of mischief.”
Nieve Ella
Nieve Ella, the West Midlands singer-songwriter, has galvanised a legion of devout fans thanks to her wit and electrifying stage presence. An accomplished self-taught guitarist with a finely-tuned ear for a soaring hook, Ella’s lyrics recall the candid songwriting of Sam Fender. By writing astutely about growing pains, unfiltered impulses and those first real, unexpected breakups with sincerity and flair, she extends a helping hand to listeners going through similar journeys of growth.
On featuring on ‘Artists To Watch’ 2025, Nieve Ella says: “I’m so grateful to be a part of Amazon Music’s Artist To Watch 2025. It’s so cool to be celebrated alongside some amazing musicians/artists by a well loved platform like Amazon Music! I’m beyond excited to share what I have planned for 2025 with everyone soon and I’m forever thankful for all the support!!”
nimino
Moving between house, hip-hop, and garage, London-based producer and musician nimino (Milo Evans) channels his creativity and introspective nature into captivating creations. With unique sounds and textures, he seeks to inspire wonder and spark curiosity in every track.
On featuring on ‘Artists To Watch’ 2025, nimino says: “And what a year it will be – thank you Amazon for selecting me for this, it’s an honour to be a part of this squad.”
Sammy Virji
Sammy Virji is driving the evolution of UKG, as the genre takes the world by storm, again. 2024 was a pivotal year for the London based producer and DJ – he played to his largest crowd yet (55,000) at Chase & Status’ Milton Keynes Bowl takeover, toured North America with his Isn’t It tour and attracted huge crowds at major UK dance festivals including Parklife and Glastonbury. Whilst also releasing the hotly anticipated ‘Damager’ alongside Interplanetary Criminal and collaborating with Chris Lake and Joy Anonymous.
On featuring on ‘Artists To Watch’ 2025, Sammy Virji says: “I’m gassed to be one of Amazon Music’s Artists To Watch this year! I’m so grateful for the love I’ve been shown recently, and I can’t wait to share what’s in store for 2025!”
Sasha Keable
In a business where it’s safer to remain inscrutable or blankly upbeat, MOBO nominated Sasha Keable’s commitment to the truth is a tonic. Forthright and unapologetically emotional, like all the greatest artists, the South London star pours real life pain and joy into her performances, communicating with listeners in a manner that feels both courageous and innately empathetic. As a result, Keable displays both a talent and an artistic authenticity. A marriage of veterans like Lalah Hathaway with the contemporary grit and personality that’s come to define a millennial generation, Sasha Keable arrives refreshed and critical to a new-age legion of listeners.
On featuring on ‘Artists To Watch’ 2025, Sasha Keable says: “2024 was such an important year for me musically, I was lucky enough to work with some of my closest friends (shout out to Destin, P90POPE & 6lack). Can’t wait for you to see all the exciting things coming this year.”
SNAYX
British alt-rock trio SNAYX are making waves with their ferocious live performances and hard-hitting bass-driven anthems. Hailing from the South East, they’ve earned a reputation for delivering visceral, genre-defying music that blends rock, electronic, and experimental elements into an explosive sound.
On featuring on ‘Artists To Watch’ 2025, SNAYX says: “We’re incredibly honoured to be selected by Amazon Music as one of their Artists to Watch 2025. To receive this spotlight, and be chosen amongst an amazingly talented roster of other artists, is monumental. We’re excited to work closely with Amazon Music this coming year, and truly make 2025 the year of the SNAYX.”
Victor Ray
Born in Uganda, raised in Newcastle and now residing in London, 24-year-old Victor Ray got his start as a musician the hard way: busking. An often thankless task that can be the making (or breaking) of an artist’s resilience and character—in Victor’s case, it was the former. A baptism of fire, so to speak, singing his heart out on the cold streets of the North East forced him to learn patience and showmanship, how to win even the frostiest crowd over and make them care.
On featuring on ‘Artists To Watch’ 2025, Victor Ray says: “I used to spend hours singing in front of Amazon’s artists to watch billboards, so to be a part of this year’s list is genuinely crazy. I have so many more stories to tell and music to release and I just can’t wait to see where this year takes me!”
