Ayia Napa-based UK rap innovator A!MS is back with his multi-sensory new single ‘OUD’, dropping on the 22nd of March.

‘OUD’ is a raw showcase of A!MS’ inimitable talents as both a rapper and producer, his relentless flow delivered with bravado over a fierce trap beat. Underscored by ominous basslines, distorted synths and inventive vocal samples, the track creates an immersive, mysterious atmosphere that peppers the senses.

Conceptualised as a multi-sensory release, ‘OUD’ is not just a fragrance for the ears. A!MS will also be making an OUD fragrance to go with the sound and quite literally dropping it all over London via a drone, offering a free fragrance for all to enjoy while listening.

“Like many rare and precious materials, OUD takes a long time to develop naturally”, A!MS says. “It’s not something that can simply be planted and plucked, like so many other fragrance notes. Known to remove negative energies and boost feelings of harmony, OUD takes time to cook.”

Known for creating melodic UK Rap with a mediterranean inspired twist, A!MS makes music out of his camp in Ayia Napa, Cyprus that brims with sun-etched vibes. As one of the region's most respected cultural figures, he also hosts the wildly successful Wave Pool Parties to holiday makers who have been treated to sets this summer from Charlie Sloth, ArrDee, Prinz and many more.

His most recent releases have seen some of the biggest names in the Rap and Trap scenes across Europe, the UK and internationally come together. ‘Tourista’ was the track of summer 2023 and featured beloved hitmakers Dirty Harry, FY and ZieZie, with renowned American producers Cool & Dre on the beat, while the more recent ‘SELF ESTEEM’ was a gritty tour de force from the rapper-producer.

With this innovative new multi-sensory release, A!MS continues to solidify his unique place in the rap landscape. Keep both ears and noses tuned for ‘OUD’.

A!MS sat down with Wordplay Magazine to answer our infamous 10 Questions:

1. So tell me, how did it all begin? What sparked your love for music?

Hope you’re all blessed, thanks for having me, well to begin with i had a radio show at 9 and also my family night club made me do it! It opened in Ayia Napa in 1985, the iconic Club Black N’ White! It is the only club in the world that has not changed location or brand name that plays hip hop (and back then soul & swing) and dancehall. This is the place where I first heard and then grew up on N.W.A., PAC, Biggie, Jay-Z (Rocafella and I had close ties and that is a whole other story).

2. Who are some artists that influence you and that you want to work with in the future? 

There’s a special place in my heart for the ROC, Bob Marley, Beanie Man, Vybz Kartel, and the first UK Garage sounds. It’s like it was the science lab that created me, my music knowledge subconsciously by default surprises me at times, and this is when these sounds were not even cool.

I've worked with so many greats and also grammy winners like Cool & Dre, and Julian Marley, but of course as a creative, a writer, a producer, and an artist, your hunger to create has no limits so it is never one specific artist. Low key you have favourites, but before you enter the lab to create you forget status, ego, and levels and enter the room with one mission to make incredible music and that is the best feeling ever.

3. What projects do you have coming up and can you give us any info on them?

Of course I have my new track, and not only a track but the first ever multi-sensory release dropping, first drop is called “OUD” sign up to www.houseofaims.co for exclusive multi-sensory drops, this is a first, audio, visual, sight, touch, and taste will be rolled out as one package as each sense is unlocked. I am a creative mogul, my parties, the water is synced to the music, simulated waves in the pool and jets, then we have my OUD scent that will also be within the party, people touch the water and watch and hear our show, anyone can absorb the senses, then our merch is carefully crafted to have a soft touch, and of course we have the A!MS HIGH drinks within my venue.

4. How would you describe your sound?

Exactly like London going on holiday to Napa! Exotic, Innovative, Positive, Rare, Timeless…

5. What's your proudest moment to date so far as an artist?

Right now is my best personal time as a solo artist, excluding things I've produced and wrote for others. As mentioned earlier, the fact I have packaged our senses is so hard and difficult to pull off, and just the wave party alone took 2/3 years to develop and then to sync it with music, and scent, and touch and taste. This all happened in a time where tech is trying to sell simulations to us, to feel something we cannot feel unless we travel and do it. What we're doing with the Wave Parties is like a modern Woodstock, putting on new acts, established acts and also building up the senses of our audience NOT simulating them, we do not know where it will end up or how it will look we are literally in this right now, together, unfolding this vision.

6. Do you have any advice for our readers who may be trying to play the mad game of music?

If I was not making music I would still do what i already do, invest in start ups, businesses, and overall keep my family united and active.

See the illusions that these dream sellers are giving are unlike what the reality is, a decent rap career wont get you paid like a decent doctor or lawyer. The opportunities that you get to utilize having a rap career is what will level you up, which is not easy. It is cool to be in school, to be on the grind, and to just be business minded. Don’t believe these rappers, they don’t own waterparks and tech companies, or sacrifice their social life, it’s all hype.

90% of them are in and out, where as if you focus on building financial freedom then you do not depend on label budgets and you can keep going.

Luckily enough i released In my teens that no label or company cares, or nurtures young talent. And then I had my daughter, and daddy duties helped your boy become a man.

7. Are there any artists on your radar right now that we should check out?

I've been keeping an eye out as I like to bring new acts to my multi sensory events and help them develop and build. Arrdee and Afro B, and Zie Zie, my splash gang general. We kinda put this splash gang ting together and we gonna flood it!

And of course Loski is due back soon from his short holiday, and he has been writing a lot (from what i hear!)

I am always up for putting new artists on. There is one kid called DC3 who raps nice, and another rapper called Brodie who I saw on Tik Tok. We’ll be talking soon. That new artist humble energy is always inspiring.

8. What albums are on heavy rotation on your Spotify playlist currently?

One sec let me check… Kanye! Fire! Teddy Swimms (I literally just discovered this guy he is sick), and i rate the new Ghetts album, proper stuff!

9. What do you like to do when you're not making music?

I’m not gonna go into rapper cliche 101 retail therapy, and rolexes, and cars etc. I love movies and series especially the real good stuff. Lately I’ve been in ninja mode, I watched “House of Ninjas" on Netflix and now I am on episode two of “Shogun”, which so far is great. Funny enough I haven’t seen the new Aquaman yet, which does not make sense for A!MS from WaterWorld who throws the “Wave Parties!” ha.

I am a don on FC24 (do we not all still call it FIFA by the way?) any bets I am down. And as my daughter loves musicals and dancing I've gotten into musicals with her. We’ve been to see Matilda, Lion King and Frozen so far, proper hardcore stuff!

And for the last 5 years I have been wake surfing, which again waves is in my blood, so yeah wake surfing is a sick hobby.

10. Name Three things you can't live without when in the studio?

Water! It’s so simple I love Water! Waterworld Waterpark, the Wave Parties? You get me! Mans moving like poseidon, then I would say number two would be between my laptop and phone, for obvious reasons, and then three would be between snacks or the food we order lol That is it!

I don’t smoke anymore, not heavy on the drinking, and PS5 is too much of a distraction! So Water, Laptop, Phone top 3 that’s my answer…