“I’m all about my passions, music, money and fashion,” EsDeeKid raps in the viral song “Phantom”, lifted off his breakthrough album Rebel last year. Well, he ticked at least two of these off the list at the Gucci AW26 show afterparty last Friday night (February 27). The performance signified the arrival of both EsDeeKid as an international star, as well as Demna Gavaglia, who presented his debut runway show as Gucci’s artistic director that same day.
Above all, Gucci’s AW26 runway was a spectacle. With walks from practically half of all supermodels in existence – from Emily Ratajkowski to Kate Moss – and guest appearances from pretty much the entirety of the now-bubbling UK Ug rap scene – including fakemink, Ledbyher, Feng, Fimiguerrero, and, from overseas, Nettspend – Gavaglia’s intention was to showcase the rich relationship that the luxury brand has with culture. “Above the product, Gucci is culture,” the newly-crowned creative director wrote in his show notes. “It is a way of thinking and a way of being. Gucci needs to become a feeling. Gucci must become an adjective.”
For EsDeeKid, meanwhile, the show marked a coup de grâce on what has been one of the most impressive musician come-ups in recent memory. This time last year, the Liverpudlian rapper’s notoriety was confined to UK underground circles. Since then, he has skyrocketed to over 20 million monthly listeners, released a remix starring Timothée Chalamet, and, most recently, been tapped to anoint the new era of Gucci. While his legend is far from over, the moment does provide a good opportunity to look back at how far he’s come.
Below, we break down his journey with five of his top songs.
https://www.youtube.com/watch?v=9ZVUo9VCb7M%20
Where better to start than EsDeeKid’s first official single itself? (Rumours surrounding his previous artist alias notwithstanding.) While the track is much rougher than EsDee’s subsequent releases, it’s nonetheless a powerful articulation of the unique intersection of sounds that he exists within. There’s the aggressive delivery reminiscent of UK rap more widely, a lyrical allusion to Drain Gang producer Whitearmor, and a dirty distortion emblematic of the current underground (read: Ug) rap today.
It was with “Palaces feat. Rico Ace”, however, that EsDeeKid’s true potential became apparent. It’s the first EsDee track to introduce him and Rico as the Michael Jordan and Scottie Pippen of UK Ug, and also marked a distillation of EsDee’s sonic formula. His and Rico’s deliveries might be familiar – if well-honed – displays of UK rap, but their beat choice takes clear cues from the more alternative cloud rap scene. The song’s cover art has also sparked widespread discussion online: at first glance, does it not look like EsDee is holding a tattoo needle?
“LV Sandals” might be looked down upon by die-hard EsDee and fakemink fans for being overplayed, but it has that status for a reason. The track was not only pivotal in both EsDee and fakemink’s careers, but also in the rise of UK Ug as a whole. The lead single from EsDee’s soon-to-be-record-breaking debut album, Rebel, marked EsDee’s first collaboration with producer Wraith9, who would go on to define the sound of that project. Moreover, between fakemink’s slack-jawed cloud rap-esque chorus, Rico Ace’s rapid-fire vulgarities, EsDee’s sharp scouse fricatives and Wraith9’s suspenseful production, it’s a strong showcase of the wide range of perspectives UK Ug has to offer.
So, to bring you up to speed: since “LV Sandals” released, EsDeeKid dropped Rebel and, after a slow burn, it became a viral sensation. His monthly listeners jump to 5, 6, 7, 8 million and beyond, and sceptics begin to wonder if it was all a fluke. “Century” provided the answer. It was the first anyone had heard from EsDee since the virality, but it still had the hunger of his breakout recordings. “I’m bold, I’m eager, she’s loving my demeanour,” he raps on the track. EsDeeKid wasn’t about to be a one-hit wonder; he was here to build an empire.
Released the same day as EsDee’s Gucci afterparty performance, this track is, above all, a victory lap. Rumours of a linkup with Yeat had been bubbling for months at this point, with EsDee tweeting Yeat’s signature bell emojis in late 2025, but the timing of its release was clearly intentional. While some fans were disappointed with the track’s slower tempo and notable absence of Ug rap distortion, “Made It On Our Own” is certainly a statement – its synth lines are celebratory, Yeat’s chorus is destined for American arenas, and… is that a children’s choir in the background? EsDeeKid has certainly risen.
Head here to find out more about his blowout performance at Gucci’s afterparty.
