Ayda Rose (formerly Effie) is a rising British artist with a unique blend of soulful melodies and urban electronic sounds. Born in the South West of England and now based in East London, Ayda’s musical roots run deep. With a British father who was part of 60s rock band DDBM&T and a Haitian-American and Native American heritage, her music is shaped by diverse influences.

Under the alias Effie, she gained recognition in 2018 as NME's emerging artist and earned millions of streams within the dance music scene. In 2023, she rebranded as Ayda Rose, a name inspired by a lineage of powerful women, marking a bold new era.

Her soulful voice, heartfelt lyrics, and love for artists like SZA and Stevie Wonder make Ayda’s sound truly distinct. Her latest single, Goodshi!t, is out now and was crafted alongside acclaimed producer Cam Bloomfield and prolific hitmaker Switch, blending her signature style with cutting-edge production.

In addition to her solo work, Ayda is a prolific songwriter with credits for Stormzy, Ghetts, and others, and has provided backing vocals for legends like Diana Ross, Alicia Keys, and Andrea Bocelli. With press support from Clash, Notion, and BBC Introducing, Ayda Rose is an exciting talent on the rise with a limitless future.