London-based DJ and producer CLEIDO has established himself as a transformative force in the Afro house genre by blending soulful, organic African rhythms with the deep, driving beats of house music. His distinctive sound creates a fusion that transcends conventional limits, resonating on both emotional and cultural levels with audiences around the globe. His music serves as a connection between tradition and modernity, with every beat narrating a story drawn from his heritage. His aim is both straightforward and profound: to craft, curate, and perform music that holds significance and evokes emotions—whether joyful or sorrowful—while honoring his roots and influences.
Since relocating from South Africa to the UK in 2018, CLEIDO has focused on establishing himself and building a community. His approach has enabled him to identify common threads among various genres, creating an emotive experience that has captivated dancefloors worldwide. He finds a balance between artistic exploration and accessibility, describing his work not as experimental, but as universally relatable, enriched by organic instruments and spiritual vocals that resonate with innate human emotions.
As the Creative Director and A&R at Sondela Recordings, CLEIDO envisions positioning the label as the premier Afro house label globally, primarily featuring African artists. Under his guidance, the imprint has undergone a significant rebranding that has enhanced its visual identity and increased its social media audience by 50%. This new branding maintains the essence of African culture while appealing to a broader demographic.
At the core of Sondela’s mission is storytelling. Each release is accompanied by a thoughtfully crafted marketing strategy that invites the audience to explore the backgrounds of the artists, providing them with opportunities to shine on social media. With nearly weekly music releases, CLEIDO carefully organizes schedules and opportunities for each artist, ensuring a deliberate and staggered spotlight for every talent.
In a period where Afro house is gaining global recognition, CLEIDO views his role as critical in preserving the genre’s authenticity. While mainstream tracks may dominate the charts, he remains dedicated to highlighting raw, original works by African artists. His mission extends beyond pushing boundaries; he aims to make Afro house exciting and globally relevant without sacrificing its essence. At Sondela, he ensures that each release, while varied, contributes harmoniously to the larger Afro house landscape. He envisions creating a global platform for underrepresented African artists, elevating their voices and talents within the music industry.
The past year has marked significant milestones for CLEIDO. He has collaborated with long-time partner Dillan Desai, working both together and independently to share their sound with the world. His debut at the iconic fabric in London, alongside notable performances at E1, Amsterdam’s BRET, Dubai’s The Mansion, and Puglia’s Sacro, has solidified his status as a key figure in the global Afro house movement.
Looking forward, he continues to exploring new horizons, as evident in the mix he has prepared for EG, featuring upcoming music from talented Sondela artists alongside a preview of his own productions. With aspirations to collaborate with some of the most prominent names in the genre and beyond, CLEIDO’s journey is just beginning. His forthcoming release, ‘Hard To Love,’ promises to challenge the norms of the genre once again, ensuring that Afro house remains both culturally authentic and globally influential.
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