Get to know: PRIDO's Bold Journey - From Bedroom Recordings to Festival Stages

In a world where music often adheres to rigid categorisations, PRIDO defies convention. With a sound that seamlessly fuses Afrobeat, hip-hop, grime, soul, and R&B, PRIDO crafts music that resonates across cultures, emotions, and experiences. Born in Zambia and raised in Preston and Manchester, his rich cultural upbringing shaped the artist he is today. Reflecting on his beginnings, PRIDO shared, "My journey into music was organic. It started in the church, the gospel songs played a major part. I was always drawn to storytelling and rhythm. A few bad recordings in my bedroom, and that was it. I’ve not stopped since!"

PRIDO’s artistry is rooted in authenticity and connection. Inspired by the American hip-hop stars he grew up watching on TV, he initially dreamed of stardom. However, he quickly realised his true calling went beyond superficial fame. "Music has always been a powerful form of expression for me," he said. "I wanted to create something that resonated with people, something that reflected our shared experiences and emotions."

What sets PRIDO apart is his fearless ability to blend genres, creating a dynamic and unique sound. Describing his creative process, he explained, "It often starts with a rhythm or melody that resonates with me. From there, I build the lyrics and composition. It’s a fluid and intuitive process." He draws inspiration from personal experiences and the world around him, ensuring his music remains both relatable and authentic.

Tracks like "Experian Mending" showcase his blend of meaningful themes and infectious rhythms. Addressing the lack of financial literacy education in minority communities, the song combines a serious message with an engaging beat. "It’s both thought-provoking and catchy, which is why it stands out to me," PRIDO explained.

PRIDO’s career is peppered with notable achievements. Being named a 2025 MOBO Unsung Top 20 finalist and a BBC 1Xtra/Introducing’s Ones to Watch cemented his place as an artist to look out for. Major festival performances at The Great Escape and Reading & Leeds further validated his artistry.

Looking ahead, PRIDO is gearing up to release new music that pushes boundaries and experiments with fresh sounds. He’s also planning live performances and collaborations that showcase his ever-evolving artistry. "Fans can look forward to new music and exciting live shows. My goal is to expand my reach, nationally and internationally, while staying true to my authentic self," he shared.

Above all, PRIDO hopes his music serves as a source of connection and inspiration. "I want listeners to feel understood and uplifted, whether through shared experiences or the positive vibes I bring," he said. Memorable moments, such as hearing a fan’s story of how his music helped them through a tough time, fuel his commitment to creating music that heals and connects.

Many might not know that PRIDO takes a hands-on approach to his music. "From writing to arranging, I’m deeply involved in the production process. It’s important that my vision is fully realised," he explained. Balancing his career with personal life, PRIDO prioritises time management and setting boundaries, crediting this balance for keeping him grounded and creatively fueled.

PRIDO’s music is more than just entertainment - it’s a mirror of life, a bridge between cultures, and a testament to the power of authenticity. With a fearless approach to blending genres and a passion for connection, PRIDO is carving out a legacy that’s as dynamic and impactful as his sound.

Connect with PRIDO on Spotify, YouTube and Instagram.