SoundCloud’s Ascending series is a monthly platform that showcases artists from around the world who are making waves and defying boundaries. September’s Ascending artist is a jack of all trades, and in 18-year-old Laila!’s case,master of all. As a writer, producer and singer, the Brooklyn native stands out as one of the most exciting new talents to emerge from New York, with her unwavering dedication to her craft establishing her as a must-watch artist in the alternative R&B space and beyond.
Laila! combines her lifelong influences, including icons such as Janet Jackson and Mariah Carey, with the bold, genre-bending experimentation that defines Gen Z’s approach to music. As exemplified by each track in her growing discography, she seamlessly combines nostalgic soul with modern innovation, creating a sound that is both timeless and undeniably fresh.
“I was always writing songs and composing as a kid. I already had a love for building songs from the ground up, and I just wanted to see if I could have control of every instrument possible... I like to be in control.”
At the height of the pandemic, just as she entered high school, Laila! began writing her own beats and teaching herself how to produce. Through trial and error, she eventually carved out her distinct sound and went on to create the hit single “Like That!” This set the foundation for her mixtape ‘IN CTRL!,’ doubling as a fitting introduction to her melodic and self-reflective style. With songs like “80 in a 55” echoing contemporary themes while maintaining emotional depth, LAILA!’s showcases how her new-age ballad style is intended for all.
"I made this beat for you, like, you the listener. It's for everybody."
Discovered by SoundCloud’s A&R Talent Identification team in 2023, Laila! soon signed with SoundCloud’s joint venture with Sickamore’s IIIXL Studio, embracing the platform as a space to showcase her artistry, experiment with ideas and build community, with fans and fellow artists alike. Alongside the release of “Not My Problem,” Laila! kicked off the #NotMyProblem beat challenge, where she encouraged others to rework the song and share their own interpretation of the earworm track. Throughout the process, Laila! spotlighted the talent of others, highlighting her favorite mixes in a SoundCloudplaylist, which has since garnered hundreds of thousands of plays, further solidifying her role within the community as an advocate for collaboration, creativity and channeling different influences across genre influences.
Reflecting on her overall experience, she shares, “So far in my career, SoundCloud has been a really cool place for me to just show my creativity.” This same ingenuity is inspired in part by her surroundings, as the Brooklynite adds,
“…the sense of home that I have when I’m here, just makes you feel safe…I feel like Brooklyn, to me, just means endless creativity and community.”
This strong sense of community and friendship is ever-present in Laila!’s artistry and continues to shine in her self-produced debut album ‘Gap Year!’
The 17-song project is a collection of music created during an influential time period in her life, during which she graduated high school early and made the decision to embark on an actual gap year. As a result, the album captures the essence of coming into one’s own as a young adult, exploring a deeper understanding of emotions and the empowerment that arises from embracing those feelings and deeply personal experiences. It delves into the complexities of self-discovery, particularly in intricate situations such as romance, while highlighting how this newfound awareness further fuels her ambitions.
Ultimately, it serves as a celebration of personal growth as Laila! navigates her evolving identity.
Check out ‘Gap Year!’ as well as Laila!’s 3-step guide to her discography via SoundCloud Selects and our Ascending: Rising US Artists playlist here.
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