From London
If you enjoy New Edition, Usher, and Lucky Daye, this is a great recommendation for you.
Coming soon – Fresh tunes in the beginning of 2024.
There hasn’t been a significant boyband in a while, and it’s been even longer since one focused on R&B music. In the 90s, boybands were a popular aspect of pop music, especially in the US with groups like Boyz II Men, 112, Blackstreet, and others. They also had a presence in the UK with bands like Damage and Another Level, although not as prominent. Their music featured tight harmonies, baggy jeans, and a strong emphasis on maintaining eye contact in music videos, resulting in numerous heartfelt and longing hits.
After a long period of silence, the London group No Guidnce brought back and modernized the style with great flair. Starting in 2021, they gained a large following on TikTok with their a cappella renditions, recorded in a reverberating car park for a moving and fleeting echo effect. Eventually, they transitioned to releasing their own original songs in 2023.
During a time when R&B is experiencing both critical and commercial success, artists like SZA and Victoria Monét are leading the way with multiple nominations at the 2024 Grammy Awards. Monét, who has contributed to songs like “No Guidance,” has also helped secure a separate category for the genre at the Brit Awards for the first time.
Like all successful boy bands, each member of this group possesses a unique and highly attractive quality – Josh with his prettiness, Zeekay with his smile, Kaci with his smouldering look, and Ebubé with an even more intense smoulder. Their exceptional vocal abilities complement each other perfectly. As Josh explains, “We each have our own vocal style.” There was no sense of competition among them, just a harmonious blend. Each member grew up with a strong foundation in R&B, whether it was through Josh’s Filipino heritage where power ballads like Céline Dion were popular, or Ebubé’s exposure to gospel and R&B on the car rides home from church.
Therefore, they are all well-informed about the common themes of this passionate and sentimental music, including the unapologetically dramatic choreography. “R&B is primarily centered around love,” Zeekay explains. “And as a boyband, we will be singing to the female fans.” The last word is intentionally pronounced as “laydeez”. Is their fanbase solely comprised of screaming girls, or is it more diverse? “Screaming girls!” they respond in unison, although Josh adds, “There are also some guys who aspire to be in a boyband and replicate that sound. Or they could be the girlfriends of the girls.”
Zeekay states that their goal is to spread love, which is what attracts fans to the concept of a boyband – four guys passionately singing. They balance any potential cheesiness with a hint of rebellion. In their most popular song, “Is It a Crime?”, they portray themselves as being completely consumed by their desires, leading them to seek multiple partners. While not necessarily a crime, it may not be considered ethical. It’s impactful to have this “bad boy” image presented in such a charming way. When asked if they find it easy to embody the role of a love interest, Kaci confidently responds, “Of course – I’m always in that mindset.”
Although R&B is a fundamental element of American popular music, it has not always been embraced by the UK. Additionally, achieving fame on social media does not guarantee success in the real world – despite having over 600,000 monthly listeners on Spotify, No Guidnce’s 10 released songs have not made it into the UK Top 100. As Josh points out, in the realm of social media, not all followers are truly fans. It can be a challenging task to convert them into genuine supporters.
“We have experienced moments of impatience,” Zeekay states. “When we first emerged, we were anticipating instant success,” he gestures upwards, as if charting skyrocketing sales. “We had expected to gain two and a half million followers on social media right away. However, it turned out to be more of a gradual process than we had hoped for in terms of becoming famous. It was a wake-up call for us to realize that hard work only becomes harder.” Kaci adds, “It is unrealistic for people to expect instant success nowadays,” he snaps his fingers. “Even within the industry, individuals become too focused on chasing a ‘moment’. Success is a journey.”
The members of the band have adjusted their goals. Ebubé wants their band to reach arena-level success, while Zeekay aims to make British R&B known worldwide like Central Cee did with UK drill. Kaci believes that their fellow gen Z peers, who may find the concept of a British R&B boyband unfamiliar and unconventional, will be the ones to help them achieve this goal. He adds that in this generation, being true to oneself and breaking the mold is more important than conforming, and it can actually increase their chances of success.
Source: theguardian.com
