Raye: The Voice of a Generation
(Another Artist to Add to your Playlist)
Written by Oshin
At just 26 years old, Raye (real name Rachel Agatha Keen) has already carved her name into the halls of British Music history. With her critically acclaimed debut album, “My 21st Century Blues”, she broke the 2024 BRITs record for the highest number of nominations by a single artist in any one year (seven of them!!), and went on to break another record of most wins by winning six awards that night!
“When I heard how many awards I was up for, I was lost for words,” Raye told The Times ahead of the UK’s biggest music awards. “It is ridiculously overwhelming. I had hoped to get a nod, possibly two, because I knew I was performing. But the way I look at it, the Brits have already done me a service. Imposter syndrome is real — I know because I have it — but I’m an optimist. You need to be to survive in this game.” (Evening Standard, 2024)
What’s All the Buzz?
A talented songwriter, Raye had been working behind the scenes for the longest time and has penned hit tracks for megastars like Beyonce, Charli XCX, among others. She’s also produced records for Rihanna and John Legend, while also having collaborated with major artists, like Stormzy and David Guetta. When you think about her early collabs with Jonas Blue and Jax Jones, you can already hear the infectious pop sensibilities that would become her trademark sound.
Raye grew up in a musical household with her dad being the musical director at a local church while her and her mum were part of the gospel choir. In an interview with Vogue, she mentioned how ‘As a Ghanaian-Swiss Brit, I grew up with so many different cultures. Gospel, soul, jazz,
and R&B were what I felt connected to as an artist,’ With incredible influences including Sarah Vaughan, Nina Simone, Nat King Cole, among many others, Raye found a unique and distinct voice that truly sets her apart from other musicians.
Her interest in music and songwriting was apparent as she enrolled in the prestigious BRIT school to perfect her craft. Though she left after two years due to the limitations in what was being taught, she managed to release her R&B debut EP ‘Welcome to the Winter.’
Raye vs. Polydor Records
Around 2014, Raye’s music caught the ear of Years & Years’ vocalist, Olly Alexander, which ultimately led to her getting a record deal with Polydor Records. However, the four-album deal went downhill quite fast over artistic direction and the label’s refusal to issue her first full-length album. In 2021, after having her album pushed further and further over seven years by her record company, she decided to finally speak her truth on Twitter.
The label wanted chart-topping dance tracks and singles, but that just wasn’t her vision. She told Louis Theroux it felt like she was just a “product” they needed to sell, stifling her creativity and pushing her towards some dark places.
In her own words, she used substances to cope with the frustration and a culture of misogyny she experienced in the industry. One of her songs, “Ice Cream Man,” even touches on her unfortunate encounter with sexual assault at a young age.
After years of creative differences with Polydor records, Raye openly discussed her struggles with the label (mainly by going public about it on twitter), which in turn opened a conversational space about artist rights in the music industry. Not only was she defiant, she also dealt with legal battles, which ultimately led to a separation from Polydor Records — much to her relief.
“It took me quite a while to announce the album and figure out exactly what I wanted to do. I had to do a bit of soul searching and remember my intentions as an artist from when I was a young girl before I put pen to paper on a record deal,” she explained in an interview with Entertainment Weekly.
Raye subsequently signed a licensing and distribution deal with Human Re-Sources — a move that allowed her to redefine herself as this independent venture guaranteed and granted her complete creative control over her musical career.
Escapism: The Hit that Made It
‘In the summer of 2021, Raye posted a series of tweets about her label preventing her from releasing a first album for seven long years. The tweets went viral, and she was ultimately released from her contract. She then had her first number 1 single as an independent artist with the TikTok-topping “Escapism.”
Escapism (ft. 070 shake) carried her soulful vocals and immediately went viral and topped the UK charts, breaking her into the US market. Tracks like “Prada” showcased her incredible versatility and her ability to blend pop with hip-hop and Afrobeats influences.
It was playing everywhere, and initially, I confess, I dismissed it as another catchy pop song. However, upon seeing her NPR Tiny Desk concert, a revelation occurred. Her voice is truly singular, standing out distinctly within the contemporary pop scene. The raw emotion she poured into each note was palpable, and her vocal technique is undeniably impressive. Moreover, the vulnerability and poetic nature with which she narrates her experiences resonated deeply with me.
It’s no wonder her fanbase feels such a strong connection to her. Raye’s music has undoubtedly become a powerful instrument for her own self-discovery and artistic expression.
Raye’s 21st Century Blues
With her singles, ‘Hard Out Here’ and ‘Black Mascara’, and ‘Escapism’, she laid the perfect groundwork for the release of her first album, ‘My 21st Century Blues’ — which charted worldwide (number two in the UK). One of the most well-known renditions of a song in her album was filmed at Royal Albert Hall, accompanied by a 50-person orchestra and gospel choir.
However, beneath all the catchy hooks and groovy beats, Raye really lays out her vulnerability in a way that speaks directly to Gen Z. With themes of heartbreak, social media anxieties, and personal struggles — her lyrics are undeniably honest.
Additionally, her influence extends beyond music as she is a vocal advocate for mental health awareness and believes in empowering young and upcoming artists battling exploitative contracts. Raye’s story is a testament for any artist out there feeling creatively limited or exploited in any manner. Her outspoken nature and commitment to her craft have undoubtedly made Raye the voice of a generation!
Time to add her to your playlist; meanwhile, check out this incredible interview to take a deeper look at Raye: ARTIST PROFILE: RAYE
