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Elf Kid
Elf KidCourtesy of ASOS

How ASOS is helping next gen talent achieve their dreams

From taking grime to Ethiopia to helping kids with ADHD, ASOS Supports Talent is working with creatives like rap prodigy Elf Kid to make their ideas a reality

ASOS has been supporting emerging talents for years – its in-house magazine, for example, has featured the likes of Jennifer Lawrence, Lena Dunham and Solange early in their careers and more recently Amandla Stenberg and Daisy Ridley. Continuing in this tradition, the online retailer has launched ASOS Supports Talent – an ongoing global initiative which, with a raison d’être of “nurturing brilliant creatives to achieve amazing things”, is helping turn eight young people’s pipe dreams into reality. 

Rising grime star Elf Kid, whose song “Golden Boy” you are probably familiar with, is on a mission to take the genre to Africa. With the help of ASOS’s initiative, he’s realising that dream and has just come back from Ethiopia where he’s been working with local musicians and shooting a specially commissioned video.

Then there’s UK rapper and fellow South Londoner Loyle Carner who wants to help young people who, like him, have attention deficit hyperactivity disorder (ADHD). He’s launched a programme teaching them how to cook and trying to undo the message that’s been drilled into them throughout their lives: that their ADHD will stop them achieving their goals.

As for spoken word artist Hollie McNish, who’s the first poet to have recorded an album at the legendary Abbey Road studios, she’s collaborating with The Metropole Orkest on the music for her latest record and staged a one-off performance with them at London’s Cadogan Hall.

ASOS Supports Talent is a global initiative from online fashion destination ASOS, providing up-and-coming creative talent with funding, mentoring and support to realise personal passion projects. Find out more here.