London-based, Scottish native April Jai has been turning heads with her powerful and dazzling pop sound. A master of encompassing a listener in her emotion. The singer-songwriter found success with her TikTok viral hit “It Ends With Us” and her progressive release “Stop Fighting It”, and also sold out her London headline show at the Troubadour late last year.

Returning with her second single of the year, “you didn’t notice” sees April deep in her feels, delivering a sad girl anthem for the ages. Atop soft acoustic guitar and atmospheric synths, the artist explores her own emotions, pinpointing the idea of dealing with doubt and worries. The track slowly builds as the narrative encapsulates, with a stunning climax cementing the acclaim of the track. April’s vocal delivery perfectly captures the emotional resonance of the track, with her talent clear to hear.

Speaking on the track, April comments, “Healing from mental illness is not always linear and sometimes dark thoughts can creep up when you last expect them. If you’ve ever been in a place where you don’t notice you’re slipping into a dark spiral until it’s too late then this is for you.”

With more music forthcoming, we expect to see April’s name rise up the UK pop ranks in the coming months.

Watch the visualiser below…