Absolutely

You never know when, where, or how the next wave will start. In this case, it may be stirring in South London where Absolutely first materialized seemingly out of the ether…

Born Abby Keen to a Swiss-Ghanaian mother and British father, the singer and songwriter sculpts different vibes with the touch of a fine artist and the foresight of an oracle. Spinning R&B-inflected pop through a prism of alternative adventurousness and extraterrestrial future-facing perception, she asserts herself as a sonic outlier on a series of 2023 singles for Epic Records and a whole lot more to come.

“I don’t just view these as songs,” she states. “I want what I’m creating to be seen as art. The lyrics aren’t so straightforward all of the time. It’s meant to make you think. When you look at a piece of art, it’s up for interpretation. My brain, feelings, and emotions are literally in the tracks, so I hope you feel it.”

Surrounded by music as a kid, she grew up listening to gospel, singing in church on Sundays, and duetting with family on holidays. At the same time, her producer dad also kept a studio in the house, encouraging his daughters to find their respective voices. She initially introduced herself on a series of self-produced independent EPs throughout 2019. Eventually, she attracted the attention of S10 Publishing in partnership with BMG at the top of 2020. Immediately, she dove headfirst into songwriting, emerging as a sought-after collaborator with a sharp pen. She notably co-wrote “Fair” for Normani, “Get Together” for David Guetta,” and “Faking Love” [feat. Saweetie], “Gimme Your Number” [with Ty Dolla $ign], “Gata” [feat. Chencho Corleone], and “Maria Elegante” [feat. Afro B] for Anitta’s multiplatinum chart-topping global blockbuster Versions of Me in addition to “Sueltate” from Sing 2. Eventually, she linked with producer Dave Hamelin [Beyoncé, 070 Shake], finding a collaborator and kindred spirit.

“Dave’s tracks are out of this world,” she notes. “They matched my energy really well. I haven’t worked with a producer who can do what he does. It brought out a really cool mix between experimental pop and alternative. We didn’t have to think about it.”

This spirit courses through her debut single “Higher.” The spacey soundscape and off-kilter beat underscore her evocative intonation and dynamic delivery, fluttering between fits of calm and drama with an empowered and optimistic message.

“At the moment, I was excited about the future,” she reveals. “I was imagining everything about to happen to me. The lyrics are just about elevating to the next level.”

Absolutely finds herself on the next level now with a whole lot more to come—and she might just elevate the culture with her.

“After you listen to me, I want you to say, ‘Wow, where did I go?’,” she leaves off. “I want you to be transported like you’re not even on earth. It’s out of this world. I don’t think you’re ever going to be bored. I’m trying to make art you’ve never heard, seen, or felt before.”