In an era when viral TikTok hits can catapult an artist to instant fame overnight, Sasha Keable’s journey stands out for its quiet persistence. Hailing from South London and of Colombian-British descent, Sasha has spent over a decade patiently carving out her place in the music world. Her success isn’t sudden — it’s the result of years of dedication, resilience, and a genuine love for music.
The music industry’s paths are rarely straightforward. Some artists blow up thanks to social media, but behind those moments often lies years of unseen hard work. Names like Doechii, Raye, and Charli XCX prove that overnight success usually masks long-term hustle. Sasha fits this mold perfectly: a slow-burning talent whose breakthrough feels well-earned.
Last year, she made her debut on Colors Show, a popular YouTube platform showcasing emerging global artists. After more than two years without new releases, she started putting out fresh music again, quickly becoming one of the hottest names in the London R&B scene. Scroll through any TikTok R&B feed and chances are you’ll find Sasha Keable’s soulful voice standing out — but she’s far from a sudden sensation.
Her sound is a rich blend of R&B, gospel, and soul, marked by emotionally charged lyrics and her signature husky, winding voice. Graduating from the prestigious Brit School in the early 2010s, she toured alongside Disclosure and Katy B during their prime. Yet her path felt like two steps forward, one step back. In a candid interview last year, Sasha revealed she had almost given up on her singing career, ready to shift gears and write for others if things didn’t click this time around.
Luckily, her patience is paying off. In the past twelve months alone, six of her singles have amassed millions of streams. She’s performed at major festivals like Glastonbury, Jools Holland, and Little Simz’s Meltdown Festival. Even Beyoncé counts herself a fan, naming Sasha as one of her favorite new artists of 2024 in a recent GQ interview.
When I caught up with Sasha, she was in Florida’s Orlando studio, soaking in precious recording time before flying back to London for Meltdown. Asked how life’s been lately, she laughed, “Life’s been crazy, but beautiful. Busy, wild, but beautiful.”
Releasing her latest single “Act Right” was a deeply personal moment for her. “I’d been through a heartbreak, and putting those feelings into clear words felt really good. The response blew me away. Every time I drop something, I’m surprised by how passionate people get.”
Fans online are eager for more. “Honestly, sometimes I get so much pressure. I’ll post a teaser and within an hour people are like, ‘Drop it now!’ I tell them, let’s keep some mystery, build the hype.” But Sasha’s excitement to finally share new music is palpable — a chance to ease her fans’ waiting hearts.
She confided that giving up has crossed her mind many times. The industry is brutal, and the loneliness and pressure can be overwhelming. “There are moments you question everything. But right now, it feels different — things are going well, and I’m on the right path.”
Fame? It’s never been her priority. “I just love making music. That’s it. The spotlight doesn’t mean much to me.” For Sasha, being in the studio creating is what keeps her going. “When I’m not writing, I lose sight of why I started. Even if I have to write for others someday, that’s still a win. Creating is victory.”
What about Beyoncé’s shoutout — did that boost her confidence? “It was such a shock! I still can’t quite believe it happened. I was with friends and we caught the moment on camera. It’s surreal.” Moments like these crystallize who’s listening to her songs. “Every time I release something, someone I admire notices. I covered a Jill Scott song once, and Jill herself followed me and left comments. That blew my mind. It’s like, you’ve got to always be at your best — you never know when the legends might be listening.”
It reminded me of a friend in Los Angeles, John, an indie music producer who spent years grinding in solitude, always hoping his idols would someday hear his work. Sasha’s story feels like that same relentless faith — a thread common to all artists who endure.
This weekend, Sasha will perform at Little Simz’s Meltdown Festival at London’s Southbank Centre. She and Simbi go way back. “She’s one of my oldest friends, not just in the industry. I’m proud of everything she’s achieved,” Sasha says warmly. “We joke about collaborating, but weirdly, the closer we are, the less we seem to actually do it. We just end up chatting about life, not music. But I’m sure it’ll happen.”
Friendships like these, tangled yet true, are the unsung chords in the music world. Sasha’s journey is a testament to the quiet grind behind the spotlight — the countless studio hours in London and Orlando, shaping the artist she’s become.
She’s not rushing. She’s not chasing fame. She’s simply following the music she loves, sharing stories that come from the heart. Sasha Keable’s era may have taken time to arrive, but it’s here now — steady, soulful, and truly earned.
Her story reminds us all: real artistry isn’t about instant stardom. It’s about enduring the long haul until your music finally shines.
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