Clik here to view.
If contemporary rap is an industry that creates only slightly varying carbon copies of its performers, today’s R & B scene is the woke cousin from out of town trying to set rap free. There is a new class of singers, many of them women, who are setting the soundtrack for Tumblr cool kids, #carefreeblackgirls (and boys), and music snobs alike. Too futuristic to be neo soul, but still too soulful for the pop crowd, these indie artists are tapping into a cross-section of market that's only focused on the music being good.
The term “indie” doesn’t necessarily mean an independent artist or one signed to an independent label. It’s true that artists are less reliant on major labels to attain success. Musicians are building followings on social media large enough to sustain their passions without the bureaucracies of big record labels. Some of them are winning Grammys in the process. This has opened up the market to a diversity of creative sounds, and it's taught record execs a thing or two about putting all of their eggs in one basket. As such, some of these artists have been scooped up by labels.
So what do I mean by indie? It’s a genre that encompasses artists with unique personal styles. Some of these artists have exchanged the powerful runs and high notes of Beyoncé for softer, waspy notes. They reject the idea that marketable R & B only exists as a hybrid of pop or hip-hop, like much of Rihanna’s catalogue. These artists experiment with sounds and draw inspiration from both the past and the future. They’re the musical embodiments of old souls and new waves.
Click through to check out some of my favourites and catch a vibe.
Syd
Formerly know as Syd tha Kyd, Syd has always existed in the outlier spaces of the music industry. She was the queer DJ of Tyler the Creator’s hip-hop collective, Odd Future. Later, she rose in popularity as the frontwoman of soul band The Internet. With a soft voice that I can only equate with morning sex, Syd also stands out as a queer woman with an androgynous look and signature mohawk. She recently released her first solo album under Columbia records.
Jhené Aiko
Aiko proves that even indie singers can’t be contained by the parameters of “indie singer.” You might recognize her from her infamous dating clause “gotta eat the booty like groceries” in Omarion’s “Post To Be.” The rest of Aiko’s discography is marked by softer musings on love and loss.
SZA
With big hair and around-the-way girl style, SZA could just as easily be your local skateboard chick, weed dealer, or babysitter. Her ethereal voice matches this vibe when she waxes about ‘90s nostalgia, her budding adulthood, and the problems that come with it.
Willow Smith
Knowing the history of the two younger children of Will and Jada Smith, it was destined that Willow Smith would become an indie singer. She uses her voice to musically reiterate her New Age philosophies and ideas. I actually think it makes the most sense this way. She has collaborated with SZA and, obviously, her big brother Jaden Smith.
H.E.R.
A new girl on the scene, the voice behind H.E.R. has decided to one-up Sia and create her music with complete anonymity. Her Instagram account is full of dark silhouettes and snaps from behind her. She has yet to perform live since the release of her self-titled E.P. but the investigative powers that be on the internet have made the connection that she is RCA recording artist Gabi Wilson.
NAO
I like to think of NAO as the Black girl version of Bjork. Her high pitched voice sounds like the result of some serious Auto-Tune, but it’s all natural. Such effects can often be grating, but NAO’s voice often compliments the heavier R & B melodies that she sings, too.
Kelela
Collaborating with the likes of Solange and Gorillaz, Kelela’s eclectic sound has proven itself to be appropriate for the swaying soul crowd and a hype dance party. I like to think that the D.C. native lends her voice to experiments as opposed to songs.
Like what you see? How about some more R29 goodness, right here?
Crazy Rich Asians Landed “Yellow” With An Amazing Letter To Coldplay
Is Post Malone The Most Popular Artist Of Our Time?
Drake Would Like To Remind Everyone His Feud With Kanye Is Far From Over