Back in the 90s, a cultural movement known as 'Cool Cymru' put music in Wales firmly on the map, with bands like Stereophonics, Catatonia and Manic Street Preachers kicking open the doors for Welsh music. Now in 2025, that same spirit feels alive again. This time, it's coming from a new generation of artists across the scene. Across Wales, musicians are making serious noise, blending bold sounds with strong visuals and a clear sense of identity. In this blog, we’re spotlighting some of the names leading the charge, proving that with the right vision, music and brand can come together to create something powerful.
Where music, design & culture collide
It’s 2025, and the Welsh music scene is alive with a new kind of energy. Artists aren’t just making noise, they’re cutting through with clarity and purpose. Whether it’s electronic music with a sharp visual identity, Welsh punk that captures the voice of a generation, or rap rooted in home but reaching far beyond it, what connects them isn’t genre. It’s vision.
From the artwork and videos to the live shows and merch, everything feels intentional. That level of consistency doesn’t happen by accident. It’s a choice, and it’s a big part of why these artists are standing out.
There are so many artists who have been proudly representing Wales for years, and far too many names to mention. In this blog, we’ve chosen to focus on a select few who we feel reflect different sounds, scenes and facets of being a brand.
Part 1. Creating a style that sets you apart
Douvelle19 is a producer and DJ from Newport who’s been steadily making waves. Whether he’s spinning records at Jacob’s Market or dropping a surprise set at Glastonbury, he’s pushing his sound beyond his roots and into something fresh. His music moves between electronic, upbeat and ambient, blending grime, house, R&B and UKG with a signature groove that’s hard to miss.
He’s become known for flipping classic grime freestyles and layering them with his own melodic, danceable touch. It’s a sound that feels both nostalgic and completely new.
What really cuts through is the attention to detail. There’s a simplicity to his music that leaves space for the listener, but it’s never empty. Every sound feels placed with purpose. That same care runs through his visuals. His branding is sharp, clean and unmistakably him, shaped in part by his collaboration with LA-based artist Jaenam Yoo. The artwork they’ve created together is surreal and bold, filled with glowing tones and warped forms that feel alive. It’s futuristic, but still emotional.
Cover for EP Love Me Not by Douvelle, credit: Jaenam Yoo
Douvelle19 - Crawl music video still, credit: Nick Wotton
Everything about a Douvelle19 release connects. It doesn’t just sound good, it feels like a full experience. The visuals aren’t just supporting the music, they add depth to it. Where some artists treat design as an afterthought, Douvelle gives it the same level of care as the production itself. That kind of consistency sticks.
He brings more than music to the table. It’s about culture, live moments, and creating something people can be part of. It shines a light on Wales, while pushing his brand and sound into new spaces.
Our standout pick is Green Light, a release that really captures the depth and detail of his sound.
Part 2. Being yourself and making it loud
Panic Shack are a five-piece punk band from Cardiff who’ve been making serious noise since 2018. Unfiltered, full of fire, and unapologetically themselves, their music hits with raw energy and loads of personality. Tracks like The Ick and Mannequin Man are sharp, witty and packed with the kind of charm that sticks with you.
But what makes them stand out is how that same energy runs through everything they do. The merch, the videos, the artwork. It’s all bold, colourful and completely them. There’s a scrappy charm to it, but you can tell it’s thought through. They’ve built an aesthetic that feels like a snapshot of Cardiff’s youth culture right now. It’s loud, it’s cheeky, and it doesn’t try to be anything it’s not.
Panic Shack members, credit: Ren Faulkner
Panic Shack - Panic Shack album cover, credit: Megan Winstone
Their logo says it all. Jagged, slightly off, and instantly recognisable. It carries that same chaotic charm you feel at their live shows. There’s an energy to it that’s rough around the edges in the best way. And even in the more off-the-wall moments of their music videos, there’s still something really grounded underneath it all. A clear sense of place, of humour, of Welshness that never feels forced or put on.
Their photography and artwork follow that same thread. It never feels random. The visuals are loud, playful and a bit messy, but always in a way that feels considered. You can see their cheekiness, their individuality, and their love for fashion come through in every shot. It’s like a fresh, modern take on what Welsh rock-and-roll looks like now. Punk attitude, but for the new age.
Panick Shack performing in Islington, credit: Matt Wellham
Panic Shack show that style and substance can go hand in hand. You don’t have to choose between being DIY and being polished. When the music, the visuals and the message all click into place, it leaves a mark. And that’s exactly what they’re doing.
The Ick is a great example of their witty humour and bold, unfiltered energy.
Part 3. The power of collaboration and community
Mace the Great, grime MC and hip hop artist from Splott in Cardiff, has been pushing the scene forward in Wales for years. His sound is tight, high-energy and uniquely rooted in Cardiff. He’s one of the few who’s carved out a genuine grime lane here while still staying true to where he’s from.
He’s more than just a solo act. Mace is a connector, someone who brings people together. He’s collaborated with legends like Manga Saint Hilare from Roll Deep, while also supporting rising Welsh talent like Luke RV, Sage Todz and Razkid. His reach goes wide, but his roots stay close.
Mace performing in Clwb Ifor Bach, credit: Dave Griffiths
Mace the Great on the cover of Klat Magazine, credit: Taiye Omokore
One standout moment that captures this energy was his Welcome to Wales show in 2024, held at the iconic Tramshed. More than just a gig, it was a showcase of some of the most exciting Black music talent emerging from across the country. The event gave fresh voices a platform, created space for connection, and fostered a genuine sense of belonging within the scene. Mace isn’t just making a name for himself—he’s laying foundations, elevating others, and helping to shape the culture around him.
Energy, lyrics and Cardiff personality, Chippy Lane paints a picture of the scene.
Luke RV, a singer-songwriter from Neath, Port Talbot, and close collaborator of Mace, brings a different energy to the table. His sound leans more introspective and melodic, with laid-back delivery and a real sense of honesty. But it’s the visual side of his work that ties it all together.
Music videos like No One’s Looking show just how much attention he gives to storytelling. The direction, the tone, the way it’s shot – it all feels thoughtful and rooted in everyday Welsh life. There’s something familiar in his work, something that feels like home, but still carries weight.
Luke RV & Mace the Great single cover for See me shine, credit: matisse.art
Luke RV - WHATS THAT, over there EP cover, credit: Thom Martinson
Luke seems like someone who really understands the power of creative direction. From his visuals to his lyrics, there’s a clear sense of identity. Nothing feels off-the-shelf. It feels lived-in, real, and personal. And that’s why it connects.
His music videos are a testament to the creative energy and production quality emerging from Wales right now. They’re visually sharp, thoughtfully directed, and rooted in a strong sense of place, showcasing the streets, skylines, and textures that make Wales feel both familiar and cinematic. A perfect example is Driver’s Seat featuring Juice Menace. The video blends crisp visuals with raw charisma, capturing not just the talent of the artists but the mood of a city on the rise. It’s more than just a backdrop, it’s Wales as a character, setting the tone and grounding the story in something real.
No One's Looking offers a raw glimpse into youth and everyday life on the streets of Wales.
Part 4. Fashion, self identify and influence
Lemfreck, a producer, writer and rapper from Newport, is an artist who knows exactly who he is. His music is sharp, honest and deeply rooted in his environment. A standout voice in Wales, he recently won the 2024 Welsh Music Prize for his album Blood, Sweat & Fears, and continues to push boundaries with bold, self-directed work.
That same clarity runs through Noctown, the platform Lemfreck has carefully built around his work. It’s more than just a label or a merch line, it’s a fully-formed creative vision. Music drops, streetwear, visuals, and storytelling all flow through Noctown, each element feeding into the next with intent and cohesion. It’s not trend-driven; it’s identity-driven. What makes it even more impressive is that it’s all done independently, on his own terms.
Lemfreck - Slip Away single artwork, credit: Harry McCulloch
Lemfreck wearing Noctown merch, credit: Eskofet
You’ll see Noctown gear sold at live shows and special pop-up events, where the energy feels less like a transaction and more like a cultural exchange. Whether it’s a T-shirt or a track, every release feels like a piece of the bigger picture Lemfreck is painting one that’s grounded in community, creativity, and purpose. The design and branding are a huge part of the picture. The clothing is clean and wearable, with intention behind every piece. This isn’t throwaway merch. It’s an extension of the music. Lemfreck gets that good design makes the message hit harder. When everything lines up, it sticks.
Lemfreck’s latest release Fine is a soulful blend of honest songwriting and rich, polished production.
Part 5. Representing Wales through a different lens
Sage Todz is a rapper from North Wales who’s become an important voice in bringing the Welsh language to a new generation. Through rap and spoken word, he’s shifted the perception of how Welsh can be used in music, especially within the urban community. His work challenges old ideas and shows that Welsh-language hip hop isn’t just possible. It can be powerful.
He’s probably best known for his collaboration with the Football Association of Wales on O HYD, a track that brought national pride and individual expression together in a way that felt fresh and real. Sage’s work carries a strong sense of identity, but also reminds us that even though Wales is small, we have so much to say.
Sage Todz photoshoot for single O Hyd, credit: John Smith
Sage Todz - Stopia Cwyno album artwork, credit: Joe Andrews
He’s a great example of how heritage, history and authenticity can shape an artist, but don’t have to limit them. These things can be reimagined and retold in ways that speak to now. For a long time, when people thought of Welsh music, names like Tom Jones, Stereophonics and Shirley Bassey came to mind. That legacy still matters. But there’s a new era being written now, and Sage Todz is helping lead the way.
Stopia Cwyno, a bilingual smooth trappy banger.
Summary
More than ever, people are becoming their brand. In a world where individuality holds real power, we’re seeing artists tap into every part of who they are and use that to connect. Whether it’s through merch, EPs, albums, live shows or simply a social presence, having a strong and honest brand identity is what helps you stand out and grow.
There are lessons here that go far beyond music. Getting your brand right, and staying true to it, applies across all creative fields. One thing that keeps coming up is the idea of multiple touchpoints. It’s not just about how your brand looks online, but how it’s felt in the real world too. That physical presence matters now more than ever.
