Sometimes I see competitions on social media, enter them and then as expected never hear anything back from them. This was the case when I saw that Apple Music was hosting an exclusive launch for their new Up Next artist, H.E.R.
I entered the competition to attend the premiere of her new short film and to see her perform. I checked my emails a few days later to find a reply with priority tickets attached and this is I guess why I’m making this post.
Apple Music designed it’s ‘Up Next artists’ to promote emerging talent. They choose a new artist every month offering them exposure through live TV performances, a live EP and their own short feature film.
Previously chosen artists amongst the roster have been the likes of incredible new talent from Billie Eilish, Khalid and 6lack to Sigrid, Stefflon Don and Daniel Ceaser.
This month’s artist was H.E.R an interesting anonymous identity R and B artists with honey smooth vocals somewhat of an Alicia Keys evolution. She launched into mainstream success after working with Daniel Ceaser on the effortlessly perfect ‘Best Part’.
Since then she went on to release her most recent projects of solo material with ‘I Used To Know Her: The Prelude’ and recently followed up with ‘I Used To Know Her: Part 2’ which dropped November 2nd.
The event was held at Porchester Hall and with a queue wrapping round the venue, the excitement buzzed through the cold weather as everyone was eager to get inside.
The night started with a humorous introduction from Beats 1 radio’s Julie Adenuga as she joked on stage before introducing H.E.R and rolling the feature film. The short video gave us fans an insight into the background of H.E.R’s career, what inspires her and how she got into music.
As the clip came to an end it was time for the real show to start; the screen rose and we were welcomed with a jazzy instrumental from her phenomenally talented band before she entered the stage, shades down with her pearly whites glowing as she oozed a cool, calm and collected energy.
Her impressive set consisted of a variety of her beautifully crafted songs from her diverse discography as show switched from up-tempo vibrant jazz inspired tracks and melancholic hard hitters to acoustic sing-a-longs and catchy pure R and B.
The night was undeniably special and amazing to be able to see her live after watching her success rise over the past year and a half. She is definitely an artist to watch and I’m excited to see what’s next for H.E.R and which artist will be selected next month.
Check out H.E.R and discover her Up Next feature here and click the video below to see what me and my girlfriend got up to on the night.