There isn’t one recipe for success in the music industry. For some artists, the ascent can be quick (too quick even), with TikTok unlocking the power to make someone a star overnight. For others, success is an uphill battle that takes decades of hard work, determination and resilience. Even the ones who do get boosted by social media streams have, more often than not, been grinding behind the scenes for years prior – take Doechii, Raye or Charli xcx, for example.
Towards the end of last year, Sasha Keable made her Colours Show debut – the music platform and YouTube channel that showcases emerging talent from around the world. She’s also been drip feeding us new music (her first in over two years), while over on TikTok, a quick scroll through any R&B lover’s feed and you’ll likely be told that Sasha Keable is one of the hottest new artists coming out of South London. By definition, she is an emerging artist. But Sasha has been releasing music and laying the groundwork for her career for well over a decade now.
Blending R&B with gospel and soul, the British-Colombian artist is known for her emotionally-charged lyricism and smoky, winding vocals. Since graduating from The Brit School in the early 2010s and being whisked off on tour with Disclosure and Katy B at the height of their fame, Sasha’s career has felt like two steps forward and one step back. In an interview from last year, she confessed that this would be her final attempt at making it as a musician – if it doesn’t work this time, she’ll change her focus to writing for other artists instead.
So far, at least, it seems like her patience is paying off. All six of the singles that she’s released in the past 12 months have garnered multi-millions of streams (each). She’s playing Glastonbury, Jools Holland, Little Simz’ Meltdown festival and she doesn’t plan on slowing down with the new music either. Even Beyoncé is a fan – she listed Sasha as one of the best artists she’d heard in 2024 in an interview with GQ.
Right now, she’s in Orlando, Florida, clocking some valuable studio time before jetting back to London for Meltdown festival. As for whether or not she plans on quitting anytime soon, we’ll let her answer that for herself…
Hey Sasha! How’s life at the moment?
Sasha Keable: Life is good! Life is busy. It’s pretty insane, actually, but it’s good.
How did it feel to release your latest single, ‘Act Right’?
Sasha Keable: It felt really good to put that out. I’d been going through a heartbreak, and it felt good to say my piece in a clear and concise way. The response has been great. I’m always shocked at how engaged everyone is with every release that I’ve put out.
People online are desperate for more music from you…
Sasha Keable: I honestly get harassed online. I’ll tease something, and after an hour, they’re like ‘Release it already!’ I’m like, let’s build up some excitement and mystery. But I think people really want a project from me, which is why I’m really excited to put out a body of music and let that tide people over for a second.
You once said that if it didn’t work this time, you would give up trying to make it as an artist and write for other people instead. Do you feel like it is working this time?
Sasha Keable: Yeah, absolutely. I’m not about to give up. It’s a really difficult industry and when you’ve been working at it for as long as I have, you have so many moments of doubt. It can be really lonely and a lot of stress from a lot of different angles. It’s a really hard industry to crack. But I’m definitely nowhere near the space that I was when I was feeling those feelings, because it’s actually working now and I’m doing the right things.
I’ve never cared if I’m famous, I’ve never cared about any of that. I’ve always just wanted to do music because I enjoy it so much
What kept you going when you thought you might give up?
Sasha Keable: For me, it’s being in the studio and making music. When I’m not creating, I lose sight of my purpose. I’ve never cared if I’m famous, I’ve never cared about any of that. I’ve always just wanted to do music because I enjoy it so much. It’s my number one love in life. But even me saying that if I don’t make it then I’ll write for other people – that’s still a win for me, being able to create will always be a win.
I imagine that getting a shoutout from Beyoncé gives you a bit of a boost, too?
Sasha Keable: Yeah, just a small one! I just can’t believe that that happened. I don’t know if I’ll ever believe it. I was so glad that I was with my friends and that we got that moment on camera.
Has it made you more aware of who might be listening to your music?
Sasha Keable: Absolutely. Whenever I put out a release, there’s always someone who I idolise who will start following me. I did a Jill Scott cover and then Jill Scott started following me and we were messaging! I was like, what the fuck is life? You have to always be on your A-game, because God forbid they hear you on a bad day.
It’s mad because when I used to record takes in the studio, I would imagine that I was singing at the Grammys and Beyoncé was there. Every time I picture that I get the best takes, so then it was like, oh wait, Beyoncé actually is listening.
So this weekend you’ll be performing as part of Little Simz’ Meltdown festival at the Southbank Centre, how does it feel to be a part of Meltdown this year?
Sasha Keable: Me and Simbi go way back, that’s one of my oldest friends, point blank period. Not even just in the industry. I’m so proud of her, she’s just amazing and she’s killing it. I’m so grateful to be a part of something that is so big for my friend. We went out for dinner recently and I was like, ‘as if you’re curating all this stuff!’ But she’s been grinding, as have I – so it’s nice for both of us to see the other getting her flowers.
Could we see a Little Simz x Sasha Keable collab at some point?
Sasha Keable: I’m sure at some point we’ll do a collab. We’ve worked together in the past, I think it’s just one of those where the closer you are to someone, the less likely you are to work with them, weirdly. We’re always like ‘yeah yeah yeah, we’re gonna do it’ but then whenever we speak we just catch up on life, not work. But I’m sure that’s on the cards at some point, I would love to.
Sasha Keable performs at Little Simz’ Meltdown Festival this Saturday, June 14
