Siru is making a significant impact. He arrives on set with Lyle & Scott just as his name is announced and, after finishing up, he quickly pulls out his phone to talk with the director of his upcoming music video. His fingers race over the screen, sending out creative messages while engaging cheerfully with those around him. There’s a captivating energy, a feeling that positivity attracts more positivity.
When CLASH steps in for an interview in a quieter location, the South London rapper reflects on the whirlwind of the past 18 months. “It’s been like a snowball effect,” he says with a smile. “People started to hear my music, and then everything just progressed further and further. I’m getting interviews, features, and setting up performances—it all happened so quickly. I can’t really explain it; the only word I can use is that it was organic. There was no machine propelling me, no major record label supporting me. It’s real.”
Siru adapts to each challenge that arises, rolling with the punches. While he may come across as self-assured, it’s really just a natural responsiveness to opportunities. “It’s just part of being an artist,” he laughs. “If you can’t handle the pressure, you shouldn’t be in the spotlight! Literally. If you’re in this position, you have to embrace certain responsibilities—it’s all part of the artist’s journey.”
Growing up in West Norwood, Siru was always immersed in music, swapping songs with friends in the playground and rapping along to the beats. “I’ve been rapping since I was a kid! I never took it seriously, but it’s always been a hobby with my friends,” he shares. This friendly rivalry spurred him to sharpen his skills. He seeks beats that evoke nostalgia, “the kind that gives you goosebumps and makes the hair on your arms stand up. You feel like you’re stepping into someone else’s world.”
“I believe the most powerful tool in the world is your ears,” Siru states. “If you can’t listen, you can’t learn, and without learning, there’s no growth.” He wholeheartedly embraces growth in all areas of his life. After taking a break, he returned to the studio last year and recorded a series of new tracks. One of these quickly became a local favorite: ‘West Norwood’ has amassed over four million streams on Spotify, marking it as one of the standout underground rap tracks in the UK this year.
“I love it because it represents my hometown, where I grew up,” he reflects. “But I wasn’t initially attached to it. All my friends kept telling me, you have to drop this! Once it was released and started gaining momentum, I understood what they saw in it. I was like, wow, I see why you all love this!”
CLASH notes that the song resonates due to the strength of Siru’s storytelling. “I enjoy telling stories,” he agrees. “When I rap over those beats, it helps people visualize what I’m saying. They can really connect with it.” Individuality is crucial to his artistry. “Honestly, I don’t listen to much music. I feel that if I keep absorbing what other artists do, I’m just going to end up imitating them. I want to sound like myself.”
“I keep it real and authentic,” he adds. “When I step into the booth, it’s just me being myself. I don’t focus on others’ images or try to emulate anyone else. I’m happy just to be me. When I’m true to myself, everything has been going well, so I don’t see the need to replicate others.”
With tracks like ‘Gangster’s Paradise’ and the summer hit ‘Yellow Mustard,’ Siru continues to move forward in 2025, and each release brings him closer to his ambitions. Considered a major talent in the underground scene, some refer to him as the UK’s most underrated rapper. “I’ll always feel like I’m not fully appreciated,” he observes. “That drives my ambition and determination. I’ve only just begun—there’s no time for complacency! Let people call me underrated; that only fuels my motivation.”
Siru is a refreshing presence in the UK rap scene, an artist whose sincerity and authenticity seem to draw people towards him. “I can’t stand being around insincere people. What I do is true to who I am,” he shares. “We need to bring authenticity back; it’s lacking in UK rap today. We were the pioneers, and now everyone is making TikTok music. The real, genuine UK rap is missing, and I feel there’s a significant gap waiting to be filled—and that’s exactly what Siru is here to accomplish.”
Eddie Keogh, the lead singer of Kingfishr, states, “I believe it’s crucial to keep the novelty alive. We aim to maintain that ‘pinch yourself’ feeling.”
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Siru is creating quite a buzz. He shows up on set with Lyle & Scott right when his name is announced, and as soon as filming concludes, he is instantly on his phone, engaged in conversation.