EsDeeKid dropped his debut album Rebel in June 2025 but it took a few months to cut through into the mainstream – first appearing at number 82 in the UK Official Albums Charts.
It’s since gone on to reach number eight, while also peaking at 23 on the Billboard 200 chart in the US.
By the end of last year, EsDeeKid’s monthly listens on Spotify had “skyrocketed”, external, which Dazed said had “half of Europe rapping in his distinctive scouse accent”.
Danil Boparai, a content strategy director at Dazed, thinks “the hype is justified”.
“He brings a very raw energy which you see with his reluctance to do much press, no-one knows much about him, it’s all about the music for him,” he says.
“EsDeeKid has become one of the voices of Gen Z musically, through a unique take on rap due to his Scouse accent and his aesthetic taps into quite medieval-style fashion.
“He had a castle style set [on Sunday] which was quite unique, I haven’t see that at All Points East or Outbreak festival before.”
It helps that every song on the musician’s debut mixtape “became like a TikTok anthem”, Boparai says.
And his appeal has since spread across the pond.
EsDeeKid’s tour will begin in North America in September, before ending in December with two hometown shows in Liverpool.
For fan James, the anonymity element is “amazing”.
“I work in event promotion, I think giving yourself an aesthetic, something to cling to, something that people can watch is really important in the music industry, it makes you stand out,” he says.
Decked out in a bright outfit to see EsDeeKid, fan Zari says the rapper’s presence is “very mysterious”.
“But that’s the good thing about him, it’s what brings people towards him, we’re all curious.”
And for Boparai, the Chalamet rumours may have been big for his brand, but having the music to back it up is crucial.
“EsDeeKid understands the internet,” he says.
“It is so important to come across as truly authentic and I think he does because he lets his music do the speaking for him.
“He also doesn’t change his accent, he doesn’t reveal his face.
“He’s just him, take it or leave it.”
