Griff, Pa Salieu, Holly Humberstone & more lead Amazon Music UK Ones To Watch 2021

Griff, Pa Salieu, Holly Humberstone & more lead Amazon Music UK Ones To Watch 2021

Amazon Music UK has announced its 2021 Ones To Watch list, which features 25 emerging acts including Griff (above), Pa Salieu, Ivorian Doll, Holly Humberstone and Bklava. 

The acts were selected by Amazon Music UK’s Programming Team and will receive support and promotion across the platform over the next 12 months. A Ones To Watch playlist is availale to users, with further support to be announced.

The full list is as follows: Alfie Templeman, Baby Queen, Berwyn, Biig Piig, Bklava, Bree Runway, Christy, Cleopatrick, Dan D’Lion, Dutchavelli, Eli Brown, George Moir, Girl In Red, Griff, Holly Humberstone, India Jordan, Ivorian Doll, Joesef, Kamal, Mysie, Olivia Dean, Pa Salieu, Sharna Bass, Tamera and Zoe Wees.

Amazon Music supports emerging talent through its developing artist programme Breakthrough and playlists such as +44, which is dedicated to UK rap, R&B, grime, drill and Afrobeats. 


The list is a snapshot of the new music landscape for the year ahead

Chris Helsen, Amazon Music UK


Previous acts to feature on the Ones To Watch list include Music Week new music special 2020 cover stars Celeste and Maisie Peters, plus Beabadoobee, Koffee, Arlo Parks and Joy Crookes, who all featured on this year’s edition. Since its inception in 2017, the list has also featured AJ Tracey, Dave, Ray Blk, The Amazons, Jorja Smith, Mabel, Billie Eilish, Sam Fender, Bugzy Malone, Slowthai and L Devine.

Chris Helsen, head of programming, Amazon Music UK, said: “Our Ones To Watch list is a snapshot of the new music landscape for the year ahead, and the artists from across the musical spectrum that we believe are destined for great things. Formulating the list is always exciting, but each year the quality of emerging artists seems to get better and better. Supporting new talent is something Amazon Music is particularly passionate about so we can’t wait to introduce these artists to even more fans through our playlists, stations and more.”

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