Londie Londo. Picture: Blunt Moya Photography

Londie London, the soulful songstress from Witbank, is the latest signing to powerhouse record label Ambitiouz Entertainment.

I have to be honest - I was not familiar with London’s name or her music until I looked her up on the internet. The results on Google proceeded to amaze me, for she is known as an Instagram model who posts short videos of herself singing covers. However, that is actually not how she and Ambitiouz came together.

“Ambitiouz had actually called me to appear in Emtee’s music video and I told them that I’m not only a model, but that I can actually hold a note,” she explained.

“So they said we’ll call you back for the music video and then when they called me back for another interview, they said: ‘Okay, we’re willing to sign you as an artist.’ ”

London comes from a musical background, with her father being an isicathamiya singer and her brothers are into hip hop.

“I’m a soul singer I’ve been singing since I was six years old, having come from a musical family. Even when I didn’t want to, I would be singing with my family, especially around Christmas time,” London says.

Although Ambitiouz’s mandate in music seems centred mostly on hip hop, London decided to set herself apart with her only single, He Goes, which would be categorised in the house genre.

“I definitely wanted my music to be on the side of house and dance music. I didn’t want to be seen as another hip hop artist from Ambitiouz, I wanted to be known as a house artist.

“I had no planning ideas or sessions before I recorded the song, because I recorded He Goes the day after I signed the contract,” she explains.

London’s single already has a music video out, with the story line drawing from the title of the song.

Even though she has released a house song, London has been featured on two different songs, with MissPru DJ on the hip hop single Isaga Lam and BET nominated, Ghanaian artist, D Black, on his song Ma Nonko. Apart from music, London is also jewellery design graduate, ambassador and model.

“I want people to know that I am a hard worker. I don’t want them to see that I relied on my looks to get into music. I participated in a lot of talent shows, where I was the runner-up, so I am serious about my music career.”