Future Stars: SoMo (Universal Republic)

Taken from this week’s Future Pop mailer. Click here to subscribe.

I have to be honest: If I’d seen SoMo‘s Ride music video before he was signed, I wouldn't have watched more than 30 seconds. Apart from their naughty lyrics, his songs are unremarkable, as are his looks, and his performance is way too OTT. He's sleazy, like a younger but uglier Robin Thicke. However, SoMo (whose full name is Joseph Somo) has built a huge fanbase, selling out gigs all over North America and racking up 46 million YouTube views. Video footage from his tour shows an almost entirely female audience. He's an unlikely choice for a heartthrob, but there's no accounting for taste, I suppose.


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