In this new entry in our ‘Diamonds In The Rough’ category, we would like to introduce you to upcoming artist ALIAS and his brand new single titled “WINNING”.
From the heart of Cameroon to the concrete pulse of the UK music scene, ALIAS is stepping into the spotlight with a stunning declaration of love, self-expression, and sonic freedom. His brand-new single “WINNING”, released on April 5, 2025, isn’t just a song—it’s an experience. It’s a cinematic, heart-tugging, genre-blending masterpiece that speaks to the power of connection and the beauty of vulnerability.
Shot with the cinematic finesse of morriaty.mov, the music video for “WINNING” is as intimate as it is visually rich, dripping with nostalgia and honest emotion. ALIAS doesn’t just perform—he lives the music, embodying every note, lyric, and frame with an authenticity that’s impossible to fake. It’s a track that melds R&B’s sultry warmth with rap’s fearless edge, anchored by a message of unity and love that radiates through every beat.
“I don’t overthink the technical side,” ALIAS says. “It’s all soul for me, feelings and actions straight from within.” That unfiltered creative instinct led him to producer jayh3rb, whose instrumental sparked something deep—an emotional outpouring that quickly evolved into “WINNING.” Recorded at 258online studio in Middleton, the track carries an organic electricity, one that only happens when the music is built on real moments and pure vibes.
Every sonic detail feels intentional and intimate—the swelling violins, the subtle ripples of water, the tender pauses—each element adding another layer to the story. It’s a love song at its core, but not just romantic love. It’s a celebration of partnership, purpose, and passion, a melodic reflection of two energies merging into something greater.
Born in West Africa, ALIAS didn’t always see music as part of his destiny. But friends who recognized his gift helped him uncover what he hadn’t yet seen in himself. Since then, it’s been all gas, no brakes. Blending UK grit with American charisma, ALIAS refuses to be boxed in. “I’m versatile—R&B one minute, rap the next. Any style can be mine because I keep an open mind.”
This flexibility, this fearlessness, is what makes ALIAS so magnetic. Alongside frequent collaborator Energyboy, he’s building something bigger than just music—a movement rooted in soul, unity, and growth.
“WINNING” isn’t just a showcase of ALIAS’ talent—it’s a mission statement, a powerful first step toward a legacy in the making. And with whispers of EPs or albums on the way, this track is just the beginning.
“I want listeners to tune in, feel where I’m coming from, and connect with what I am,” ALIAS says. Inspired by artists like Dave, but carving his own path with every bar and melody, ALIAS is ready to rise—not just as an artist, but as a voice for those chasing love, truth, and transformation.
With “WINNING,” he’s not just making music.
He’s changing the game.
Listen and watch below:
