FLO become the first ever group to win BBC’s Sound of 2023

In what could be the least surprising piece of music news today, UK supergroup FLO have been announced as winners of BBC’s Sound of 2023.

Through all the years that we’ve run Alfitude, we’ve hardly ever seen a new outfit pick up as much momentum as these ladies have in such a short space of time. Speaking on their win, they say:

“Wow, we did it! To win this accolade not even a year after we released our debut single Cardboard Box is wild. We feel so connected to our British music roots winning the BBC Sound Of and admire the artists who have come before us, especially our gal Pinkpantheress winning last year! Thank you to everyone who voted for us and put girl groups back on the map. To be recognised for our music and people to believe in our vision inspires us to go further this year! 2023 we’re ready!”

With more than 100 million global streams to date, FLO have already established themselves as the UK’s biggest new girl group.

BBC Sound of 2023 Top 5

  • 1st – FLO (featured April 2022)
  • 2nd – Fred Again (featured June 2020)
  • 3rd – Nia Archives (featured Nov 2022)
  • 4th – Cat Burns (featured November 2018)
  • 5th – Gabriels


FLO – Losing You

Photo / Faith Aylward

As far as pop music goes in this Gen Z era, few emerging bands have managed to reach levels of stratospheric success as rapidly as BRIT Rising Star Award winners FLO.

And just to round off the year in true style, the trio have released another new single, entitled ‘Losing You’.

“It’s fitting that ‘Losing You’ is being released this time of the year as it’s all about going through a loss but somehow being comforted by it. It reminds you of how content you are by yourself and finding that cheerful spirit during a tough time.”

It seems a certainty at this stage that FLO will officially become the UK’s next big global musical export; and we can’t wait to see what lies ahead for this enormously talented group of ladies.


FLO – Immature

FLO return with yet another perfected slice of R&B-pop that is certain to solidify this trio as the UK’s most promising new girl group.

Taken from their freshly released debut EP ‘The Lead’ (out now), new single ‘Immature’ continues the group’s work with mentor MNEK, and once again presents listeners with a sleek production that perfectly blends nostalgic R&B tones with a current pop edge.

“‘Immature’ is about being strong and confident in yourself and we really don’t have time for someone being immature. It’s ok for you to tell a partner, “You’re not giving me what I want and you say you want my body, but you aren’t doing anything about it! It’s our more grown up record and the next phase of the story to Cardboard Box. We had to dump them in ‘Cardboard Box’, but this is about why it was necessary.”

Since the release of their groundbreaking debut single ‘Cardboard Box’ only a few months ago, FLO have accumulated over 385k monthly listeners on Spotify, picked up airplay from national stations like Capital 1XTRA, BBC 1Xtra and Radio 1, and received critical acclaim by the likes of NME, Complex, Daxed, i-D and none other than Missy Elliott.


New Music: FLO

It’s been a very (very!) long time since the UK unveiled a girl group as finessed as FLO.

Inspired by the likes of Mary J Blige, Aaliyah, Brandy, Whitney Houston and Mariah Carey through to H.E.R, Frank Ocean and SZA, this London-based trio seamlessly blend the classic with modern, creating sounds are unique and refreshing yet relatable.

Featuring production from the iconic MNEK, debut single ‘Cardboard Box’ fuses early ’00s R&B with the pop sensibilities, creating a track that is impossible not to feel a connection with.


🎵 Discover more new music on the Ones To Watch Playlist