Vevo DSCVR Artists To Watch 2023: Ethel Cain, Nonso Amadi, Armani White, Pajel,

MBW presents four more of VEVO’s Artists To Watch 2023…

Ethel Cain

James Mecker, Manager, Music Programming: “When you’re a diehard music fan, you’re always on the lookout for fresh, uncompromising voices and no one embodies that spirit more than Ethel Cain. She’s forcing the music biz to pay attention to her small rural world and her daring debut album combines dream pop, Americana, and ambient to create a wholly unique experience that only scratches the surface of what strange new places she’ll take us to in the future which is why we’re proud to call her an Artist to Watch in 2023.” 

Ethel Cain: “It’s exciting to be part of a program that helped me discover so many artists in high school that I still listen to today – and now I get to be a small part of that. It’s a cool experience to be able to share my music with my fans in a way they haven’t heard it before on the record.”

nonso amadi

Toney EL, Associate Manager, Music Programming: “The African diaspora has spread the continent’s music around the globe, blurring lines between genres and transcending boundaries. Toronto-based Nigerian artist Nonso Amadi, who bridges the gap between fans of traditional R&B and Afropop, is a perfect example.

“Setting a precedent in the bubbling Afro-R&B scene, Nonso fuses tantalizing African instrumentation, soothing vocals, introspective songwriting, and memorable melodies. Nonso Amadi’s sound, amplified by the cross-current support of Universal Music Canada, Def Jam Records, and Universal Music Nigeria, makes him impossible to ignore in 2023.”

Nonso Amadi: Being an Artist To Watch means a lot to me. It’s a chance to showcase to people Afro-rnb and the way I view music. I’ve always wanted to be a bridge connecting African music to the rest of the world and this is an opportunity to continue building that bridge with the international audience at VEVO.”

armani white

Jordan Ferree, Manager, Artist & Label Relations: “After spending the last few years refining his craft, Armani White has been showing the world exactly what a dynamic artist looks like. His vivid storytelling is earnest and energetic. Whether freestyling while getting his hair braided, or shining on our DSCVR stage, he leaves nothing on the table. The rising MC has lived many lives, and none without adversity. We can’t wait to see the one unfolding as he becomes the star he’s destined to be.” 

Armani White: “VEVO’s Artists To Watch has a history of being one of those platforms that almost always calls out the next stars early. To be among that is an honor and a challenge I’m gratefully accepting.”


Anna Allertz, Senior Manager, Talent & Label Relations, Germany: Pajel has been celebrated as the newcomer par excellence in German rap for some time now and was able to deliver one of the biggest songs of the year in Germany in 2021. 10von10 hit Gold status and, subsequently, established rappers Luciano and Headie One jumped on the remix of the track. After the successful release of his Seelenfrieden EP earlier this year, I have no doubt about 2023 being Pajel’s breakthrough year and feel very excited to have him as a part of our annual DSCVR Artists To Watch program.” 

Pajel: “I’m very thankful to be part of the Vevo DSCVR format, a format that already had big guest appearances. Much love to VEVO and thanks for the support.”Music Business Worldwide