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rising stars | artists to watch in 2025

Another year, another round up of the most exciting artists on our radar for 2025. Now in its third year, Schön!’s rising stars like Raye, Tyla and Doechii have graced the Grammy’s and topped the charts, so take this list as some inspiration for your next playlist or to keep tabs on the voices shaping pop culture. In 2025, the industry is led by the voices of bold women who are unapologetically themselves. There may be artists you’re already familiar with or ones you’ll come to know. Curated by music editor Shama Nasinde, here are some of 2025’s ones to watch. 

Addison Rae

Certified it-girl Addison Rae has earned her spot as as one to watch since her pivot from one of TikTok’s biggest influencers to rising pop star. She’s clearly an avid student of the genre and has already collaborated with the likes of Arca and Charli XCX. She is the full package with visuals, style and a strong set of musical references. Releases like Diet Pepsi and Aquamarine are a promising introduction into the world of Addison Rae. 

For fans of: Charli XCX, Tate McRae, Sevdaliza 

Sasha Keable

Schön! have long been fans of R&B singer Sasha Keable. The South London Colombiana is a powerhouse vocalist with lyrics that dive deep into love, lust and heartbreak. She is a British gem with one of the strongest voices in R&B right now. Don’t just take our word for it, Beyoncé herself named Keable as one of her favourite artists in 2024. One listen to her discography and it’s clear why. She has fiery passion and piercing delivery with the technical ability to match. Keable’s magic is uncontainable and it’s only a matter of time before the charts catch up to her undeniable talent.

For fans of: Jazmine Sullivan, Lauryn Hill, Coco Jones

SAILORR

Floridian R&B singer Sailorr is gaining momentum for all the right reasons. She entered our radar with her performance of viral song POOKIE’S REQUIEM. Its sarcastic lyrics paired with her melodic vocals made her an instant favourite. She has a true modern R&B sound and carries a strong sense of identity in her artistry, represented in her style as much as her sound. 

For fans of: SZA, Summer Walker, Kehlani

Lexa Gates

The latest up and comer in the wave of women dominating rap is Lexa Gates. You’ll almost always catch the New York artist wearing her signature razor sharp eyeliner, rapping unapologetically candid lyrics with some bass-y no nonsense vocals. Gates is steadily growing her fanbase though social media with her awkward yet rhythmic dance moves. To promote her latest LP Elite Vessel, Gates sat in a glass box perched in a park in New York for 10 hours. Curious passersby could enjoy her album with her through headphones. There’s no one that sounds quite like Gates and that’s why we love her.

For fans of: Doja Cat, Earl Sweatshirt, Princess Nokia, Kali Uchis

Zeyne

Middle Eastern artists are gaining global influence outside of the Levant and the latest name on our radar is Palestinian-Jordanian singer Zeyne. Her vocals are haunting and palpable and her focus on strong visuals makes her an artist we’ll be keeping eyes on. She’s already caught the attention of Bottega Veneta where she gave a stunning performance of her song Asli Ana at their immersive ‘Waves’ event in Dubai. Zeyne is proudly making a way for Arab women in the mainstream music while proudly waving the flag for her culture. 

For fans of: Elyanna, Saint Levant, Lolo Zouaï

Samara Cyn

There is so much variety to choose from when it comes to rap, and Samara Cyn has no issues standing out with her versatile vocals and laid back style. Cyn experiments with ease, incorporating hip hop, soul and even gospel into her songs. To be so distinct so early on in her career is a sure sign of the greatness to come. She’ll tour this Spring if you’re looking to catch her before she blows up.

For fans of: Doechii, Smino, Lil Simz 

Absolutely 

British singer Abby Keen, known as Absolutely, is a new pop girl to look out for. She comes from a musical family, with Schön!’s 2023 rising star Raye as her sister, and has built a successful resume for herself as a songwriter. Absolutely has worked on music for Schön! favourites like Anitta, Normani and she featured on Tinashe’s album 333. Prepare for Absolutely to take the stage as a solo artist with a refreshingly experimental take on pure pop. She’s not afraid to give us an unexpected hook or key change and her visuals prove that she is a star in the making.  The British pop legacy can only continue to thrive with the likes of Absolutely bringing their curated eye to the genre.

For fans of: Griff, Charli XCX, Raye

Ceechynaa

It doesn’t take much for internet darling Ceechynaa to catch your attention. Her viral hits like Peggy and Last Laugh have spurred controversy, think pieces and a brewing fan base. Her humorous lyricism is tongue in cheek and her candid delivery (always on a Drill beat) turns heads. Beyond her main character persona, she has all the makings of a star. Ceechynaa very much harkens back to the bravado that made the female rappers of the 90s so beloved. One of her shining traits is her unpredictability and we love that she maintains her Essex accent when she raps which makes her voice so recognisable. A collab with Pop favourite Ellie Goulding is rumoured after she posted a TikTok miming to Ceechynaa’s music, and she’s already won the hearts of some of fashion’s biggest publications. The rapper is an artist made for the spotlight and 2025 is sure to reveal more of what she has to offer. 

For fans of: Nicki Minaj, Ivorian Doll, Cardi B

words. Shama Nasinde