Cover Stories, Music

“Love and Hate Can Be Two Sides Of A Coin” SAGE TODZ

7 March

Sage TODZ is not your average rapper, and he is more than ready to prove it. Hailing from the valleys of North Wales, he is carving his own path in the music industry, blending soulful R&B with the raw energy of drill music, all while rapping and singing in both English and Welsh.

In this exclusive chat with KLAT Magazine, Sage explores his journey, his music, and his hopes for the future of Welsh music.

Growing up amidst the quiet of North Wales, the artist found solace in music, It became a medium through which he could express his innermost thoughts and emotions. Reflecting on his upbringing, he shares, “Writing lyrics became a way for me to outwardly express my inner thoughts and dissatisfactions when no one could listen.”

“Music was one of the few things I could get real joy from, It was always an integral part of my life, It fed the inner parts of me and allowed me to express myself in my most honest form.”

The artist, whose breakthrough came in March 2022 when his Welsh-language freestyle went viral online, garnering millions of views across multiple social media platforms and co-signs from industry heavyweights like Ladbible and Kojey Radical described the experience as both surprising and validating, “I had the hook of the viral welsh song written a year before I released it, so I knew the timing needed to be right and that if anything was going to gain me attention it was going to be this, but you can’t really predict how people may or may not respond.”

As he began to gain traction online, the bustling music scene of Cardiff beckoned, offering him a platform to showcase his talent. “It was a no-brainer to pursue my passion where it was most viable and appreciated.”

One of the defining aspects of Sage’s music is his ability to seamlessly blend contrasting genres, such as drill and R&B. To him, those genres are not at odds but rather complementary, both serving as vessels for storytelling and emotional expression. “Love and hate can be two sides of a coin,” he muses, emphasising that the two genres are closer than what most think, and are about telling stories that show extreme emotion.

This ability to blend seemingly disparate styles is what sets his talent apart, He shows this by proudly incorporating the Welsh language into his music in a way he hopes would help him connect with Wales on a deeper level and inspire a new generation of Welsh music lovers, particularly those who have not seen themselves represented in the rap scene before.

“Growing up I never had someone like me to listen to, there were people who rapped in Welsh but it was either a parody or didn’t innovate the genre or excite me, so I created the kind of music I wished I could have heard when I was younger.”

His latest single, “Gone, Seen, Blocked,” which represents the beginning of his “soft boy era,” tells stories about the complexities of modern relationships in the digital age. “Relationships and attempts at love feel disposable and someone can go from real potential to blocked within the space of a few bad days, hence the title.” These sort of personal experiences and observations served as the inspiration for the track.

His acclaimed EP, “King in the North,” released in 2023, further solidified Sage’s position in the Welsh music scene. Drawing inspiration from the medieval era of Game of Thrones, the record explores themes of conquest, conflict, and resilience, mirroring Sage’s own journey in the rap game. He describes it as “A body of work that really condenses my sound for any new listeners. It’s a definitive display of Sage Todz and what I can do. The idea is highly influenced by Game of thrones, as one of the main characters shares the same name and draws parallels between the themes on the show and the rap game that I am in right now.”

“I want people to see battle scenes in castles when they hear it. I am from North Wales and I believe I am at the forefront of carrying the torch for music from that area, so it just made sense.”

Sage’s skills go beyond recording music, He takes immense pride in co-directing and co-developing all of his music videos, including those for his singles “Switch,” “Sheg,” “Gone, Seen, Blocked” and “Deg I Deg” which has over 10 thousand views on Youtube. In his opinion, visuals are just as important as lyrics, since they help convey the meaning of the songs and allow the audience to engage with his mind in a different way.

TODZ ambition goes beyond personal success, He sees himself as part of a wave of Welsh artists on the verge of breaking through. In his words, “The current scene is on the brink, I feel like a few artists may soon open big doors for others. If I can I will be one of those people. There are so many talents within Wales, but we need more cohesion and structure in order to present ourselves as a strong scene.”

As a rising star, He is well aware of the challenges other artists like him may face, and in that vein, encourages aspiring musicians,

“Do it because you love it. Be as consistent as you can. Educate yourself on the business side of music and reach out for help. There’s no such thing as a one-man success story.”

TODZ has continued to carve out his place in the music scene, one track at a time. As he looks to the future, he remains confident in his craft, and hopes his words and lyrics evoke his listeners to be creative, and put their emotions to work, whether that’s pain, happiness, struggle or joy, “I want people to create their own value and invest in their craft and eventually everyone else will recognise and catch on.”

He also hopes his musical journey leads him to collaborating to some of the biggest acts in the industry including, “Odeal, Sasha Keable, M1llionz, Cench, Kojey Radical, Ocatvian, Izzie Gibbs,” and globally, “Tyr, Snoh Allegra, Ariana Grande and Victoria Monet.”

With his new track, “Respectfully,” dropping on March 15th, Sage Todz shows no signs of slowing down. His passion, dedication, and innovative sound positions him as an artist to watch, and his journey promises to be an exciting one, both for him and for the future of Welsh music.