Ndotz talks viral sensation Embrace It, his first UK Top 20 single

Vibrate it. Embrace it! Over the last few weeks, we've welcomed a brand new member into the Official Singles Chart Top 40 - British rapper Ndotz, who last week claimed his first UK Top 20 hit with breakout single, Embrace It. 

The song - a grinding rap track with a flirtatious burst of Latin-inspired production - has shot up the Official Charts in the last three weeks, thanks to its newfound dominance on TikTok, where the sound has been used in over 700,000 creations so far, allowing both Embrace It and Ndotz to reach the widest possible audience. 

First debuting on the Official Singles Chart just three weeks ago at Number 75 - Ndotz's first career entry on the Official Chart - the buzz surrounding Embrace It enabled it, a week later, to jump into the Top 40 for the first time at Number 36, and just last Friday it leapt 14 places to earn its first Top 20 placing at Number 20.

"I feel good," Ndotz tells us over Zoom, recovering from a late night show the night before. "It's a great achievement [to chart in the Top 20], it's all thanks to God. It's about being consistent. The hard work has paid off, now it's time for me to take a bigger leap. I'm prepared for the next step."

And as the song has risen up so quickly in the Official Chart, it's mirrored its very creation. Ndotz tells us the demo of Embrace It was only cut in mid-August, but he at least showed some restraint, waiting for a week before first posting it online. 

"My friend told me to put the 'embrace it' part [up on the platform]," he tells us. "I wanted to put the chorus up first, but it didn't really pick up too much. Then when I showed the hook...that's history."

The rapper - who hails from South London - has said he feels nothing but "pure happiness" at the success Embrace It has seen both online and on the Official Singles Chart, and gives specific props to a user, Chiara, who was the first one to come up with the viral dance that has helped Embrace It cut through all the noise. 

And yet, while this may be Ndotz's first taste of true Official Charts success, it's been a long time coming for the MC; he tells us he's been grafting hard behind the scenes since 2020 to make this breakthrough moment happen. As is usually the case, the overnight success story is anything but. 

"There's been trials and tribulations [on the way up]," Ndotz shares. "I've been learning more about the actual music industry, how to work with a team. I'm a team player! But it's learning how to work in this environment with other people. There's been a lot of progress and a lot of lessons too."

One thing that is notable about Embrace It is that it's an entirely organic hit, with Ndotz not being signed to any major label in the UK...but that could be well about to change.

"There's been a lot of interest [from labels]," he teases. "A lot. I'm being chased. But as of right now? I'm good. I've got a very good team around me and I'm very appreciative. They'll get a lot of good things sorted out for me, I let them do what they do. But right now, I feel very happy with where I'm at."

Speaking on Embrace It's remarkable viral success Clive Rozario, Global Music Program Manager at TikTok said: "The TikTok community has rallied behind Ndotz, with over 710,000 creations using the track to fuel trends that have taken off in a big way. It’s been amazing to see Ndotz get so much love and long may it continue. H

"His decision to pursue music full-time is clearly paying off, and we’re excited to see his entry into the Top 20 of the Official Charts. We’re committed to continuing to make TikTok a place where emerging artists like Ndotz can express themselves and find success."

And as for when we can expect for a follow-up? Ndotz is being very tight lipped about future plans, but does confirm that lots of new music is on the way.

"There's going to be a lot of surprises," he says, being very tight-lipped about specifics. "I don't want to give it all away just yet, but I've been working every single day since Embrace It [popped off]. I've been busy, I've been keeping up and trying to enjoy the music. But I have a lot to come. A lot to come."

Talk about embracing the moment!

Embrace It by Ndotz is out now.