The 2000s Y2K aesthetic is back, and a chunk of popular things during the said period are back in the mainstream consciousness- from fashion, makeup, design, and even technology. It’s only natural that music also followed suit in the revival of this trend. R&B is again overtaking both local and international soundwaves with the rise of Gen Z artists dabbling in the genre. Pair that nostalgia with the technology and connections people make through the internet, and you’re guaranteed to get a combination guaranteed of stardom.
Enter NO GUIDNCE, one of the rising boy groups straight out of the UK, reminiscent of the 2000s boy groups people know and love. Composed of Kaci, Zeekay, Josh, and Ebube, NO GUIDNCE’s silky-smooth vocals, paired with production straight out of 2010s and early 2020s hip-hop and trap are guaranteed to linger in listeners’ ears. Their formula is a product of the members’ multiple influences, ranging from church music, early 70s to 90s R&B, soul, jazz, and musicals. Kaci, Zeekay, and Josh show off their vocal chops, while Ebube’s low register and mastery of music production are evident in their newest singles, “White Tee” and “Long Walk.”
In a quick chat with Soundstrip, NO GUIDNCE explained that “White Tee” is about love in its purest form- appreciating the mundane and loving a girl in her simplest state. “Long Walk” however, tells the story of how people organically meet in unexpected places. The latter also holds a special place for Ebube, as he poured his heart and mind into producing the track. Since their inception in 2021, NO GUIDNCE has skyrocketed into their careers. Major music publications like Billboard, Rolling Stone UK, and NME are raving over their sound and potential to be one of the heavy hitters of 2024. The group has also performed in huge concert stages- from supporting British songstress Mahalia, music festivals across the UK, to selling out their first headliner show! Apart from their talent, the band also credits social media for their current success. By flexing their acapella mastery online, they now have over 2.8 million followers on social video platform TikTok. Since then, they have caught the attention of Timbaland, Diddy, Snoop Dogg, Lucky Daye, and R&B greats Boyz II Men– a group the boys have looked up to since childhood. They even quipped that one day, they would love to collaborate with them in future singles. Thanks to these achievements, the boys are laser-focused in producing more music, and are committed to level up in their craft.
NO GUIDNCE. Photo by Ryan Jafarzadeh.
Musical prowess aside, NO GUIDNCE also wants to highlight diversity through their success. Kaci, Zeekay, and Ebube are predominantly of African and South American backgrounds, while Josh is proud of his Filipino roots. Despite their differences, they found a common denominator in music and saw this as an opportunity to champion their respective heritages. As R&B gains resurgence worldwide, they aim to highlight Black and Asian music excellence with their own flavor on the beloved genre.
Listen to NO GUIDNCE’s “White Tee/Long Walk” here.