With his EP- Hikari (The Light), which also features the European phenomena and South African born, Petite Noir and Spoek Mathambo, slated to debut later this month, the enigmatic, musical prodigy that is Loui Lvndn (pronounced London), will soon emerge on the music scene with an unprecedented sound and image that will cast him in a league of his own. Lvndn has until now been unsigned, releasing a slew of random songs published by Renaissance- Rock Recordings/Sony ATV with soaring downloads and a strong web presence.
Backed by an already strong following of hipsters, funksters, and rap enthusiasts alike, and compared to the likes of N.E.R.D, Kendrick Lamar, Faithless, and the Arctic Monkeys, Lvndn is sure to fill a niche in the ever expanding South African music industry.
A singer, songwriter, rapper, performing artists, visual artist and writer, he is all about incorporating various elements to enhance the sound and quality of his music, as well as his stage presence and overall image. A natural eccentric, Loui uses strong vocals and rhyming schemes on progressive alternative Hip-Hop tracks, and witty Brit-rock sass on funky indie-rock stage burners to produce a unique mix of subversive and commercial appeal.
His stage presence is electrifying and his unique sense of musical taste will help him remain at the top of his game for a long time to come; having graced stages all across the vast terrain of South Africa- from Cape Town to Johannesburg, where he filmed the music video for his breakthrough single, Drugs at Braamfontein’s iconic chill-out spot, Kitcheners, Lvndn has taken his eclectic self and already made a definitive name for himself .
With song titles like, The Evening Condition, A Trip down the Rabbit hole, Drugs, and Fuzzy Slippers on which Frank Marksy is featured, there is no denying that Loui Lvndn is all about exploring themes that are real, personal, and that other people can relate to. His poetry, expensive as that is to say, will hit home with many, especially lovers of rap, as fans reel for music of a better calibre.
His music is very much international, in that his uncompromising sound quality, and knack for bringing together different sounds and themes ensures that the end result is always enjoyable, and radio-worthy- in other words, grunge as it may sometimes be, it’s far from junk.
Poised on making a name for himself and reaching fans everywhere, the artist that is Loui Lvndn has found an intelligible way of unifying genres, as well as defying them, as he blends and incorporates rap, rock, dark RnB, and even Kwaito into a kaleidoscopic concoction of sounds described by Red Bull Studios in Cape Town as, “the claustrophobic, angst-tinged wall-of-sound sonics and off-key vocals.” His sound is rich, diverse, different, and eccentric. Yet, not eccentric enough to make him or anything he produces peculiar.
Some of his music can be best enjoyed in a living room with friends over a game of cards and drinks, while some of his other tracks will fair better at music festivals or bigger productions, and that’s not uncanny. If anything, that makes him not only unique, but uber interesting.His versatility and sheer musical knowledge can be traced back to his freelance music journalism for publications such as Rolling Stone SA and his songwriting contributions on behalf of Sony and ATV. Blogs like “Don’t Start The Party” have coined him an unsung genius, while publications like the New Age have celebrated his rapid success in such a short space of time, alluding to his prowess as both a musical genius and entrepreneur, who has been resourceful in his long journey from where he started out to where he is today.
The most exciting part of his rise to fame, perhaps is the introduction of a fresh and alternative edge to music; an edge that will have fans of EDM, Hip-Hop, and indie-rock bobbing their heads to a fusion of out-of-this-world beats and tongue-in-cheek vocals.
There’s no denying this wunderkind will make waves across the country, as his growing audience, music enthusiasts, and journalists zoom in for a closer look at the music sensation-cum-visual artist whose roots, in his own words, can be found anywhere in either the Eastern Cape or Pretoria.
Moreover, Loui Lvndn is like an experience that affects all the senses at the same time, like getting a massage, while sipping on a cocktail, seeing a beautiful person, and being serenaded by an orchestra all at the same time. Excessive as that may sound, we live in an indulgent society, so there’s enough space for Mr Lvndn to do his very colourful and personalized thing. Just saying.
Listen to more of his music on his Soundcloud
or visit his YouTube channel at LOUI LVNDN