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You Didn't Notice

Artist: April Jai
Label: independent
Impact date: out now
ROTD featured date: Tuesday 13 June 2023

We say

Following last March’s fiery pop offering and RotD, ‘Stop Fighting It’, rising London-based pop artist April Jai returns to her sad girl roots with this pop ode. Fusing delicate acoustic guitars with brooding synths, ‘You Didn’t Notice’ gradually builds to a heartfelt ending as April explores the duality of emotion and dealing with a sense of abandonment from the happier half of yourself. It’s an intense listen, emotionally, but one that we are sure will go down well with her growing fanbase in London and on TikTok, which saw over 300 women use her previous single to show their confidence. Previous releases, ‘Not Like The Movies’ featured on Spotify’s New Music Friday and her track ‘It Ends with Us’ (based on international best-selling novel Colleen Hoover) went viral on TikTok and saw her amass over 500k streams. Further tastemaker support for her music has come from Absolute Radio, grrrlmusic, Juniper Magazine, The Honey Pop and more. Having previously sold out the Troubadour at the end of 2022 and performed at the Ned this year, the Scottish native is currently planning her next live show for this year. One to watch.


Label: self-release
Publishing: independent
All enquires: 
April Jai

Submit your music

We are always looking for future hits and stars - signed and unsigned. To submit music for consideration please send an email with a link to one track and some info to Kevin Marston.

Unfortunately we can't respond personally to all submissions, but we do listen to everything.

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