Meet Sade Olutola: The South London Pop Princess Ready to Blow
Name another artist collaborating with Tumblr like this. We'll wait...
Sade Olutola in 2026. Image via Kat Friar.
At just 21, Sade Olutola is quietly making her own rules. The South London singer-songwriter is already bending genres, blending rap-like stanzas with indie pop in what she jokingly calls "featuring yourself on your own track."
As a British-Nigerian, her work has already travelled stateside, earning co-signs from outlets like The FADER—and racking up over 100,000 streams in mere days after debuting on formal streaming platforms. Sade thrives on nostalgia, tender vocals and confessional storytelling, crafting music that feels both familiar and boldly fresh, with a little help from the 2010s blogosphere.
Her debut EP, Arrow Heart, was created in collaboration with producer Luca Santamaria, who previously worked with the likes of dialE, Natanya and Bawo, to name a few. In an era rife with content and consumption, Sade takes an anti-algorithmic approach—utilising MP3 downloads, Tumblr posts and SoundCloud drops. This methodology has allowed her to move beyond the pressures of consumption in the digital age, whilst also delivering some quality genre-blending pop in the process.
The aforementioned Arrow Heart is a five-track diary spread, inspired by a concept Sade created during her "Ed Sheeran phase" at just 11 years old. Now, fully realised as a heartbreak-powered project, it stacks plucky guitar riffs with R&B synths and hypnotic drums.
Effortlessly, the project slides between the time-hopping anger of lead single "2099", the stripped-back yet tense "Game For Two", and the trip-hop and indie-tinged "Don't Bother"—transforming into a swirl of emotions reflective of the project's namesake.
With Arrow Heart as her first step on the lofty artistic staircase, she's now just beginning to explore the full extent of her creative world. On a breezy Thursday morning, The Culture Crypt caught up with the Tumblr queen herself, Sade Olutola, to learn more about her artistry.
The Culture Crypt: Congratulations on the release of Arrow Heart. If you had to describe it in one word for someone about to join, what would you say?
Sade Olutola: "Thank you. I would say it's very 'alt-baddie'. It's a heartbreak project."
I know the title Arrow Heart comes from your 11-year-old self. If she could hear this project today, what do you think she'd say?
"I think she'd probably believe I'd become Michael Jackson. Back then, at 11, I was writing pretty bad songs that sounded nothing like Ed Sheeran—even though I was obsessed with him and wanted everything I made to reach that level. I think she'd be proud that I eventually found my own sound. The project is remarkably diverse, with different worlds coming together to form a unified universe."
Your visuals and sound nod to 2010s nostalgia while staying entirely new—how intentional is that in your production?
"I'm very specific, even down to the breaths I take. I want everything to sound really natural. I like my vocals to be as dry as possible to bring out the tone in my voice. I want it to feel like I'm singing live to you in your bedroom—that's always the goal—for it to feel like I'm sitting next to you, singing to you.
That brings out the emotion, and in a way, I can be a narrator for my story. The songs I write are like little fables taken from my real-life experiences, and I turn them into songs. It's important to me that I tell those stories correctly, and my style of vocal delivery achieves that."
How does it feel to finally have your music on streaming platforms after building it on SoundCloud and Tumblr for so long—especially seeing it take off so quickly?
"When '2099' blew up, I wasn't mentally prepared for it. Music had been a hobby my entire life, and then it suddenly felt serious. There was pressure to put music on DSPs and everything, but I had to pause and think, 'No, let's slow down and build something beautiful—like a project.' Also, because I'm such a diverse artist, I didn't want to put '2099' out and have people expect 500 more songs like it. Every time I go into the studio, the outcome is completely different.
I think there are three pillars to my brand: nostalgia, community, and authenticity. Those three things shape everything I do. I honestly think Tumblr needs to come back—and MP3s too. The last time I logged into my Tumblr account, I was about fifteen. Going back, I saw all my fangirl phases, and it made me think how interesting it would be for people to revisit their younger selves like that. I'm really proud of what we've created. It was also really great working with Tumblr for the Arrow Heart release party."
What excites you most about where you are right now as an artist?
"I'm living my dream right now, and I feel really lucky to be able to say that. I don't know what to expect next, but I'm as happy as I can be in this moment. I'm grateful to be where I am."
Let's talk about "Game For Two"
"With 'Game For Two', I was in the studio listening to a lot of Mk.gee. My producer Racewav is really great on the guitar, so we leaned into that instrument. I became obsessed with it and started writing from there.
With that song, I wanted to create a space where I could both rap and sing, because I tend to do that a lot. It's about a time when I was seeing my ex—we were stuck in a toxic cycle and couldn't get out. The chorus, 'It's a game for two, can't win, only lose,' really sums it up. We both know it's not going to work, so what are we doing?"
What surprised you most during the process of making this project?
"I'm extremely specific about vocals, and I'll do a million takes for everything. I love my producer—we're friends as well—but I definitely drove him a bit crazy… which is probably expected in a creative relationship.
It took a lot of hard work to make this project. Every single song took hours and hours, and I'm really proud of what we created."
“I’m living my dream right now, and I feel really lucky to be able to say that. I don’t know what to expect next, but I’m as happy as I can be in this moment. I’m grateful to be where I am.”
How do your other creative interests shape who you are as an artist?
"I have a lot of different creative outlets. I studied fashion design at school, and even when I was 11, I was writing songs and designing. I actually designed a pair of jeans, and I'm working on them right now.
I also paint, which not many people know. I'd love to keep developing that and create really beautiful paintings."
What's next for you?
"I kind of want people to never know what's next—because honestly, I don't know either. If you decide to support me, just know you're joining a family. I see my supporters as friends—there's nothing boujee over here at all."
Stream Arrow Heart below: