Griff - Sarah Faith Griffiths - won the BRITs Rising Star award before she'd even released an album. That kind of pressure could break an artist. Instead, she delivered Vertigo Vol. 1: a record that blended pop, gospel and electronic production with lyrics about faith, doubt and growing up. "Vertigo," "Shade of Yellow" and "19th Hour" proved she wasn't just a promise - she was ready.
British-Chinese-Jamaican heritage, raised in Hertfordshire, Griff makes pop that feels both personal and universal. She's part of a wave - alongside RAYE, PinkPantheress and others - that's redefining what UK pop can sound like: diverse, DIY-capable and unafraid of big themes.
Rising Star and the weight of expectation
Winning the BRITs Rising Star award in 2021 put Griff in an unusual position. She'd had a few singles - "Mirror," "Love Is a Drug" - and a growing reputation, but she didn't have an album. The award was a vote of confidence from the industry and a signal to the public that she was one to watch. The risk was that the album might not live up to the hype. When Vertigo Vol. 1 finally arrived, it did more than that. The record was cohesive, ambitious and full of songs that could stand alongside the best in British pop. "Vertigo" was a statement of intent; "Shade of Yellow" and "19th Hour" showed range. The production - much of it handled or co-handled by Griff herself - blended pop, gospel and electronic elements in a way that felt fresh. The lyrics tackled faith, doubt, heartbreak and the confusion of growing up - and they did it without sounding preachy or vague.
What made the album work was the sincerity. Griff has spoken about her Christian faith, about her mixed heritage and about the process of figuring out who she is in public. The music doesn't shy away from that; it leans into it. The result is pop that feels both personal and universal - and that has built a connection with fans that goes beyond the hooks.
Part of a new wave
Griff is part of a generation of British pop artists who are redefining the genre. RAYE, PinkPantheress, and a wave of others have shown that UK pop can be diverse in sound, in background and in subject matter. Griff's contribution is the blend of DIY capability - she's been involved in production, visuals and direction from the start - and the willingness to tackle big themes. She's not making background music; she's making music that asks something of the listener. The BRITs win was a recognition of that potential, and the album was the proof that she could deliver.
The next album and the stages that follow will decide how big she gets. She's already headlined shows and played major festivals; the question is how far the sound and the message can travel. For now, she's already one of the most important new voices in British music - and the fact that she got here on her own terms makes the story even better.
One of the most important new voices
The next album and the stages that follow will decide how big she gets. For now, she's already one of the most important new voices in British music - and the next chapter is only just beginning.