What is “The 21 Sound”?

Originally, The 21 Sound was created as a platform in 2023 for Its21Master to promote his own music. However, he soon realized that countless talented artists, each with a story to tell, were struggling to reach new listeners.

Instead of keeping the spotlight on himself, he transformed The 21 Sound into a non-profit initiative, dedicated to shining a light on rising artists who deserve recognition. Now, it’s a movement which has supported hundreds of music artists and their stories — giving independent musicians a voice and a place to be heard.

21 SELECTS

"Somebody" - A Melodic Plea to Preserve a Fading Summer Romance

As the sun began its descent, casting a warm glow over the horizon, Its21Master, along with the enchanting vocals of Lucas Valeti and the heartfelt melodies of Coqi Santana, embarked on a musical journey to create a captivating love letter to a waning summer romance.

Hao Xuan Tan 10/30/25 Hao Xuan Tan 10/30/25

The Platform Performance Gap: Why Instagram Outperforms Facebook for Spotify Conversions

For independent artists and labels running Meta Conversion Ads to drive streams and saves on Spotify, the question of placement - Facebook vs. Instagram, is crucial.

Hao Xuan Tan 10/30/25 Hao Xuan Tan 10/30/25

Stop Wasting Your Ad Spend: Why Cheap Meta Ads in Some Countries Aren't Giving You Real Spotify Streams

You are seeing cheap conversion rates, Meta’s telling you your campaign is doing well and people are checking out your music on your landing page… but you see little to no streams or saves that is even close to the conversion numbers on Meta. Check out this article to find out why.

Hao Xuan Tan 9/25/25 Hao Xuan Tan 9/25/25

Francois McCrary Shares Love Like This: A R&B Highlight From BLUR

At just sixteen years old, Francois McCrary is already proving himself a once-in-a-generation talent.

Hao Xuan Tan 3/31/25 Hao Xuan Tan 3/31/25

Arietta Unleashes "Cyberflow": A Drum and Bass Anthem for the Digital Age

This high-energy drum and bass anthem, featuring pop vocalist Sophia Bavishi, is a testament to Arietta’s innovative approach and commitment to pushing the boundaries of EDM.

Hao Xuan Tan 3/24/25 Hao Xuan Tan 3/24/25

Locke Aizen Takes Flight with "BIRDS"

Locke Aizen's latest release, "BIRDS," is an energetic, pop-infused hip-hop track that encourages listeners to break free from conventional expectations and pursue success in their own way.