East London’s vibrant music scene welcomes a new wave of creativity as emerging hip-hop artist VIRTUO releases his latest single, “Attention,” featuring the soulful Meron T. This track marks a significant departure from his previous works, as it introduces a fresh foray into the house genre, showcasing VIRTUO’s artistic versatility and innovative spirit.

Produced by Cloubee, “Attention” radiates energy and allure, inviting listeners to embrace confidence and spontaneity. The collaboration emerged organically during a studio session when Cloubee played the beat, igniting VIRTUO’s creative spark. Instantly, he began freestyling the catchy chorus, setting a bold and infectious tone. To enrich the song’s narrative, VIRTUO enlisted Meron T to share her perspective, resulting in a captivating portrayal of the electric anticipation found in first encounters.

“Attention” features a rich sonic palette, blending 808s, synth bass, guitar, and vocal samples to create a layered and danceable sound. The track was expertly mixed and mastered by long-time collaborator Johnnie Lawrence, ensuring a polished finish that enhances its infectious appeal. With Meron T’s smooth delivery paired with Cloubee’s dynamic production, VIRTUO’s vision and growing profile promise to make a significant impact on the music scene.

“Attention is about that pivotal moment when you first see someone you know will become important to you,” VIRTUO explains. “I hope it encourages people to take the shot, make the move, and be confident in themselves. The song is all about living in the now—I don’t want anyone listening without at least a head bop or a foot drum; it’s meant to make you feel and dance.”

Earlier this year, VIRTUO released “Trek,” a standout single from his project The Commute, which delved into the challenges artists face on their path to success. Displaying his signature wordplay and sharp rap adlibs, “Trek” positioned VIRTUO as a boundary-pushing artist. In June 2024, he followed up with “Haze,” further cementing his innovative approach by blending social commentary with a raw, authentic sound. These releases highlight his ongoing experimentation with UK rap and melodic elements, underscoring his versatility in the burgeoning London music scene.

VIRTUO’s journey is profoundly shaped by a blend of artistic influences and personal experiences. Born in Clapham and raised in Gerrards Cross, Buckinghamshire, he has navigated the challenges of being a Black artist in a predominantly white area. His creative expression began with spoken word poetry, tackling themes of race and identity—foundations that remain integral to his music.

Growing up in a musical family, with a jazz singer for a father and a legacy tied to Knebworth House, music was always a central part of his life. Early influences like American hip-hop and notable artists such as Akala and George the Poet fueled his passion for lyricism and storytelling. As he began producing music, VIRTUO drew inspiration from London’s underground scene, weaving together elements of drill, UK rap, and house into his evolving sound. Artists like Skepta, Kaytranada, and Anderson .Paak have played pivotal roles in shaping his style, encouraging him to experiment with rhythms, vocal flows, and production techniques.

VIRTUO has performed at various venues across London, from intimate gigs to headlining major spaces like XOYO, Brixton Jamm, and the O2 Islington. These experiences have allowed him to fine-tune his stage presence and cultivate a dedicated following, solidifying his reputation as a versatile performer.

Through his music and artistic ventures, VIRTUO continues to showcase the cultural richness of London, representing his journey and the city’s profound influence on his sound. With “Attention,” he not only invites listeners to dance but also challenges them to embrace the present and seize their moments. As VIRTUO continues to innovate and redefine his artistry, the future looks bright for this rising star in the East London music scene.