TOP RATED: Ryan De La Cruz 'Syko' | AV Allure 'Stretch' | Govana 'Loyalty'
‘Top Rated’ showcases last week’s highest engagements across Instagram.
1st | Ryan De La Cruz is an intriguing artist hailing predominantly from East London. The man embodies independent, underground, raw talent; and one who is crafting his own unique sound and style. This can be seen in his latest music video for ‘Syko’.
After the break out single ‘Know About Me’ - which has accumulated over 1m views and is genuinely an incredible piece of audible and visual artistry - he has been steady releasing songs and the Belly EP.
Fast forward to last week, and we are delivered visuals for ‘Syko’. Cruz takes his style to a dark realm with this one as we can clearly interpret from the track’s title, and furthermore, with the video’s cinematography. Consistent of dark silhouettes in front of bright lights, the Leytonstone born artist finds himself awake in a straitjacket - a casual Tuesday morning for a psycho I presume. From that moment on, we find Cruz manifest into an array of eerie, juddering movements, unnerving glares, distorted twists, and forceful dance routines. Violent edits, doubled images, upside down portrayals, intoxicating lights, and never-ending shadows infuse to make the video just as spooky as Cruz’ performance.
In somewhat of a paradox to the sinisterism of this record, Cruz initiates his unique, smooth, and delicate singing style. Though main mainly soft and controlled – in an alternative R&B-esque style – his vocals are often corrupted by powerful, raised velocity outbursts that lash out similar to his convulsive movements.
The track is hard and an honourable release portraying this man’s talent; young in stardom. Young, and definitely not finished. The UK clearly has a gap in the market for an R&B star; for the longest, true and great artists have created their own sounds and styles (J Hus, Dave, Billie Eilish, Kendrick Lamar, The Weeknd, and countless more); and audiences are enthused by the ‘new’ – new, unusual voices; new, interesting visuals; new, unique looks; new, innovative styles. I’m certainly not adding pressure by putting Cruz into the category of artists previously mentioned, but with so many new artists using a copy and paste formula; this is one who isn’t.
2nd | AV Allure returns to 2019 with a banger entitled ‘Stretch’.
After a 2018 release of The Happy Chemical, Allure now delivers us his latest release - full of the artists addictive and melodic sung-rap style. Produced by Kerosine & Keylow, this vibe is “head down, shades low”. An almost heart aching melody begins before Allure steps in with his wavy flow. This beat is fairly stripped and consists of only a few instruments. This gives way for Allure to use his own voice as the main instrument, and control the record.
The Mi’ Allure Records artist absolutely bodies the vocal tonalities throughout this joint, as well as the multiple flows within - some smooth; some steady patterned; some skippy; yet all excellently executed. Check the song below to discover why they’re calling him “stretch”.
3rd | Govana lays visuals for his tranquil track ‘Loyalty’, which holds an essential message.
This is taken from his upcoming project entitled Humans & Monsters Are Not The Same, and shows Deablo chat on close friendships, positives and negatives in these relationships, and how he deals with his people.
“Never forget the days ones them. Some just deh fi weh yuh can do fi dem, and weh yuh can give them.”
“Why every time we done fuck yuh beg me. Me start feel a some pussy you a sell me. Yuh hear say the man dem a plan fi shell me. But if yuh never want yuh nails done yuh wouldn’t tell me.”
The music video begins with an interesting communication being the dancehall star and a female. This excellently produces enthusiasm for the track, and let’s it stand out from an average video. The J.O.P member continues in his lyrics as he passes through certain friends and seems to reminisce and calculate, by himself. Ending in the same movie-type way it started, we see Govana’s comical actions unveil. The visuals are colourful, as clips switch between the streets of Jamaica and a room filled with colours and artwork. These shots portray life in the tropical country, which is intriguing for one looking in, so to speak. Most intriguing is the amount of pinks, green, yellows and reds that make up, not only artwork in the streets, but also the painted houses themselves.