Sometimes, the longest shots are the ones that pay the most dividends. Out of 2500 other unsigned artists that entered MTV's Brand New for 2012, it was Norwich rapper Context that walked away triumphant, and one listen to his forthcoming single Drowning makes it clear why.
Self-written, Context's material makes a powerful case for itself and has already been turning heads at Radio 1, SBTV and 1 Xtra.
At his best, Context is like a British Weeknd, all moody ambient backdrops and skeletal beats. It's like a vision of the future, a lurid Tron-style world of neon colours and permanently raining skies. Drowning feels like the thrum and pulse of the city itself, coursing its way through the phone networks and the very ether itself - every potential listener out there a port on this wi-fi scale adventure into the most involving of soundscapes.
British rap is big stuff right now. But Context is like no other British rap - and of all the other artists on MTV's Brand New for 2012 list, it is his more than any other's that actually 'sounds' most like the future.
We've only just kicked off December, but already the first 'Ones to Watch in 2012' list is in, courtesy of MTV! We all like to keep abreast of the hectic comings and goings of promising new talent, so here's a handy bite size guide of who they think will be all the rage next year:
ANGEL
West London lad who's written tracks for Pixie Lott and Roll Deep. Sounds like a British Jason Derulo - slick synth-heavy R&B with some nice soulful vocals to top it off, and he raps too! His track Ride Out already has over 400,000 views on YouTube.
CHARLI XCX
Uber talented 19 year old who's supported Robyn in the past. A bit like an electro version of Florence & The Machine. Her track Stay Away is gloriously melancholic.
CLEMENT MARFO AND THE FRONTLINE
Seven-piece hip-hop gang who've supported Plan B and Dizzee Rascal. Slide effortlessly into the British rap scene with a combo of powerfully delivered rhymes and a pop chorus of positively epic proportions on the brilliant Overtime.
CONOR MAYNARD
A fully fledged YouTube sensation who built his initial success on home-made cover versions, this Brighton lad's version of Use Somebody has over 2 million views. Not bad for an 18 year old, eh?
DELILAH
Ethereal, airy singer who remains implacably difficult to pin down. Her collab with Chase & Status and debut single Go positioned her as a clubland vocalist but new track Love You So veers towards a more trippy Massive Attack vibe. Properly amazing.
KING CHARLES
Super quirky and with the biggest hairstyle you'll see all year, his track Love Lust is half quirky Mumford & Sons folk, half percussive Vampire Weekend number, and the rest is just all kinds of bonkers. Probably the most 'indie' pick on here.
LANA DEL REY
We all know Miss Del Ray already - you know, the one off of 'Video Games' (already 8 Million views and counting on YouTube) - think sultry 60s sounds, a Dusty Springfield for the digital age.
LIANNE LA HAVAS
A favourite of Radio 1 DJs and she's already appeared on Later with Jools Holland - Age sees Lianne going for a soulful vocal and simple acoustic melodies. Like a Corrine Bailey Rae Pt. 2.
MICHAEL KIWANUKA
Beautifully soulful singer songwriter who shines as a real standout talent. I'm Getting Ready and Home Again possess such a inherent sense of melody and natural charm it's hard not to imagine Kiwanuka rocketing to mega-success in 2012.
