Prido

Afro-fusion fusion artist PRIDO is setting the pace for the next wave of UK music — igniting Manchester’s scene with an explosive fusion of storytelling and Afro-driven anthems. A master of genre-blending, PRIDO weaves hip-hop, grime, soul, R&B, and Afrobeats into a sound that’s fresh, fearless, and unmistakably his own. Whether he’s commanding intimate rooms or lighting up festival stages, his dynamic performances leave crowds moved, lifted, and wanting more.

With nationwide airplay on BBC Radio 1, 1Xtra, and consistent support from BBC Introducing, PRIDO’s sound has found a home across the UK’s top platforms — including spins and nods from Capital Xtra, Reprezent, Unity, Reform, Pie radio and KISS FM.

Named a 2025 MOBO Unsung Top 20 finalist and handpicked as one of BBC 1Xtra/Introducing’s Ones to Watch, as well as Factory International’s breakout acts for 2025, PRIDO isn’t just riding the wave — he’s creating it. With infectious energy, razor-sharp lyricism, and a magnetic stage presence, PRIDO is carving out his space as one of the UK’s most exciting new voices.