DEJA Performs at SoundOn Sessions: “Opportunities like this are everything for artists”

London-based pop powerhouse DEJA recently delivered a bold, sassy performance at the second SoundOn Session at The Pioneer Club in St. Albans, taking the opportunity to pay tribute to the role of such initiatives, as well as the SoundOn platform.

SoundOn is the global music distribution and TikTok music marketing platform, allowing artists to distribute their music on TikTok and across major streaming services, such as Spotify, Apple Music, and others, while maintaining full ownership and artist-friendly royalties without administrative fees.

Furthermore, SoundOn offers a raft of promotional tools designed to assist artists in marketing their new releases through TikTok's creator marketing and subsequently reaching a wider audience.

Recently, SoundOn entered into a new partnership with Headliner Spaces to launch SoundOn Sessions. The initiative is designed to champion the very best new talent the UK has to offer by giving them the chance to perform at one of the most exciting grassroots venues and creative hubs in the country – the reimagined, supercharged Pioneer Club in St. Albans.

The SoundOn Session focused on the MOBO UnSung Class of 2023, which is a relatively new talent contest driven by SoundOn and TikTok. Among the artists performing on the night was DEJA, who brings together fiery lyrics and sticky afro-pop production, as well as an undeniable work ethic and effortless ability to fill a room with feel good vibes. She performed an electrifying set on the night that included her 2022 single Boom Boom Bah as well as infectious new track, Tu Tu.

“I work so hard and to be supported and recognised by SoundOn feels really validating,” she told Headliner prior to her set at the second SoundOn Session. “If it wasn’t for opportunities like this there would be no artists. We need to practise, we need to feel what it’s like to perform, and this venue is a great place to gain that experience as it’s not too big, and it’s not too small. Opportunities like this are everything for artists.”

DEJA’s musical career to date has been a journey to say the least. She started singing when she was 13, completed a dance degree, and has been making music ever since, which she says has been “lots of fun”. The West London-based artist told Headliner that releasing through SoundOn’s distribution model makes a huge difference for unsigned artists.

“I’ve found that the main difference between releasing music through SoundOn and everybody else is the amount of information you get from SoundOn,” she said. “They make it really simple to understand. And the other difference is that you are releasing through TikTok so you are already there; you are arriving at the biggest part of the industry.

“Having SoundOn on my side is very validating. It’s shown me that TikTok is a driving force behind not just music but the world right now. So, it’s been eye opening in that respect, and it’s super helpful.

“The challenge I face the most is visibility,” she continued. “It makes so much sense that SoundOn is assisting with that because if you want people to come along on your journey they need to be able to see it.”

As for what’s next, “I’m taking a break from releasing music and just getting everything ready for 2024,” she told Headliner with an ear-to-ear grin. “And then slowly but surely taking over the world!”

In addition to the fantastic performances at the latest SoundOn Session, another key component of the evening’s success was The Pioneer Club’s sound system, which is made up of eight JBL SRX910 line arrays, four SRX928S ground-stacked subs and four JBL PRX908 floor monitors.

Two PRX915 DJ monitors also feature at the venue, along with a Soundcraft Ui24 mixer. Two JBL PRX912s meanwhile are positioned on the VIP balcony as delays.

JBL’s presence at The Pioneer Club also reaches into its bar and mini performance area – The Suet Yard, complete with a bar powered by Signature Brew and a JBL-powered PA system that can accommodate everything from DJ sets and stripped back and acoustic sessions for up to 200 people.

The full PA system consists of a selection of speakers from JBL’s PRX Series, including PRX915XLF subwoofers, PRX908 and IRX108BT loudspeakers, as well as a Soundcraft Ui24R mixer.

The second SoundOn Session at The Pioneer Club was also the first show to utilise the venue's brand new LED wall and floor, courtesy of Leyard.

Furthermore, a comprehensive Martin Lighting rig works to spotlight the artists and sets the mood on stage and throughout the venue, which includes compact beam moving heads, bright single-lens LED moving heads, bright single-lens LED PAR cans, bright single-lens colour LED PAR can light fixtures, ultra-bright quad LED blinder fixtures and a JEM ZR35 fog machine.