M Huncho is one of these artists. He’s crafted his own genre – an amalgamation he calls ‘trapwave’, which blends the street smart lyricism of road rap with luxurious bottle-service assonance. Think ATL strip-club music – perhaps a Travis Scott or a Future, such are the melodic interstellar hooks Huncho writes – but performed by an artist who grew up on UK heavyweights Nines and Giggs, and is couched in the lingo of a lifetime spent hanging around the ends.

Thing is: no one knows who Huncho is. At least not those outside his inner circle anyway, including the hundreds of thousands who have already discovered his music. Because while he appears in the videos and performs the music, he does it all whilst behind a mask. “And that’s not because of any personal reasons,” he says, alluding to previous lifestyle choices. Instead Huncho’s mask is an embodiment of his approach to music: his desire to keep things anonymous so listeners will focus on the message rather than the person, to push things forward.