Women of R&B: Ama Lou

By Adrianna Elias

Music Journalist

In the expansive landscape of modern music, where genres often blend, it’s important to recognize the unique voices that defy categorization. Famously looking like Euphoria star Zendaya, Ama Lou, an emerging R&B artist from London, embodies this spirit. Drawing influence from legends like Billie Holiday, Justin Bieber and Ella Fitzgerald, Ama Lou has set her own path by seamlessly melding tradition and innovation. Let’s delve into the journey of Ama Lou, from her early ventures in music to her breakthrough moments, and the significance of her work in differentiating R&B from its neighboring genres.

Ama Lou’s musical journey started young, as she was training as a singer and honing her songwriting skills at the age of 11. Undoubtedly bright, she set out to perform live, leading her to venues across London, lying about her age to perform, and growing her passion for music. Even at 13, she wasn’t a stranger to the stage, captivating audiences with her soulful voice and lyrical finesse.

2016 was a year that marked a pivotal moment for Ama Lou. As she burst onto the music scene with her breakout track “TBC.”, the song showcased her remarkable vocal range but also hinted at the depth of her songwriting ability. Lou announced her arrival with a sound that resonated beyond its genre. Her ascent continued as she joined Jorja Smith on tour, a journey that held unexpected surprises. Jorja Smith’s collaboration with none other than Drake adds some flavor to Lou’s narrative. It was during this tour that Drake offered his acknowledgment of Lou’s talents. An Instagram post featuring Drake wearing Lou’s merch, captioned with lyrics from her song “TBC,” marked validation of her skill. To add to the plot, Drake cited Ama Lou as a key influence for his album “Scorpion,” reinforcing that she had an impact on the music industry.

I found Ama Lou during the pandemic when the song “Tried Up” came through on shuffle. From there, I dove into her whole discography. “Tried Up” is a song that will get stuck in your head for the production and mesmerizing sound of Lou’s voice; it is a song I recommended to people for eons.

Beyond her enchanting voice and compelling lyrics, Lou’s artistic vision extends to the visual realm. Collaborating with her sister, she self-produces and self-directs her music videos, creating a smooth combination of auditory and visual storytelling. Her music videos aren’t just accompaniments but rather an intrinsic part of her artistic expression. From the referential experience of “DDD,” drawing inspiration from movies like “The Shining,” “No Country for Old Men,” and “Kill Bill,” to the narrative of “TBC,” which draws from her experiences during the 2016 Black Lives Matter protests in New York, Ama Lou’s visual artistry offers audiences a deeper understanding of her perspectives and stories.

Lou’s journey underscores the critical distinction between R&B and its adjacent genres, such as rap and hip-hop. While these genres often intersect, they possess distinct identities that deserve recognition. Lou’s music stands as a testament to the power of R&B to transcend categorization, providing a unique blend of tradition and innovation.

From her early beginnings as a remarkable talent to her breakout moments and collaborations with music stars, she has carved a niche for herself that defies easy classification. Her voice, lyrics, and visual artistry collectively weave a tapestry that reflects her identity, experiences, and musical philosophy. As Ama Lou continues to shape the landscape of R&B, her journey serves as a reminder that true artistry knows no boundaries, cherishing originality and keeping R&B fresh.