Ayoni - “Purpose”

SXSW 2024 - OEB Score: 7; Popularity Index: 5

Pairs Well With…Summer Walker, Lorde, Jazmine Sullivan

Ayoni’s latest single “Purpose” adds gospel music to her range of influences, a huge R&B ballad aided by the soaring harmonies of a choir. The spiritual energy of “Purpose” is intoxicating and smartly balances mysterious R&B and something ready for a big church stage. Passionately performed, it’s another display of Ayoni’s natural talent and appeal to both throwback and futurist R&B ears. It sounds like Ayoni is purposely going bigger here than the more internal songwriting that defined her debut Iridescent and subsequent singles and EPs, a good sign for whatever’s next to be a be step forward for a talented artist. (Kevin McStravick)

2022 Review: Ayoni explores the softest sides of R&B on 2019 full-length Iridescent and subsequent follow-up singles, often performing over a lone acoustic or electronic pop accompaniment to share her soul. By holding back, Los Angeles based artist is able to find moments to burst, often building to a relatively huge chorus or coda to bring her ideas home. This balance of open and full gives Ayoni’s music sense of purpose and a quiet, focused drive.