Founded in 2018, Cloud X is the formation of a grassroot and dinkum home for UK R&B and melodic hip-hop. Cloud X represents communities, not just individual artists, bringing together singers, directors, graphic designers and producers. As co-founder Dabieh says, “there is a space and appetite to champion underrepresented people and sounds.” 

The collective have expanded their roster of talents, which currently includes Santino Le Saint, Kadiata, A2, Kwaku Asante, Loie, Aybee, and Niels as artists and producers. In other fields, Dabieh exists as an executive producer and Cross as a creative director. 

Cloud X’s leaders want new arcs of representation. “We want to change the culture of how people think about art and musicians. Self-empowerment can prevail,” states Dabieh. “We’ve always stood for underrepresented people,” Co-founder Cross explains. As Cloud X continues to help cultivate artists careers, through coaching, managing and telling stories, it operates on one central principle: “What you put in is what you get out of this; It’s the hard work that prevails.”