By Colin 
Rising alt-pop artist April Jai returns with her boldest single to date. Out today, ‘Why Choose’ is a confident and empowering celebration of bisexuality, self-discovery and unapologetic self-expression, wrapped in a shimmering alt-pop sound that feels perfect for summer.
Following the viral success of last year’s ‘Morally Grey’ and her recent single ‘Good Girl’, ‘Why Choose’ continues April’s evolution into a fearless and unfiltered voice in UK pop. Fusing her signature blend of electronic and alternative pop influences, the track delivers a playful yet poignant message. You do not have to fit inside anyone’s box, especially when it comes to love and identity.
A fearless step forward
Written during a studio session with new collaborators, the song reflects a significant personal moment for April. Speaking about the process, she says, “It felt like my coming out song. It’s the first time I’ve written so openly about my bisexuality.” That honesty is woven into every lyric and groove of ‘Why Choose’, a queer anthem that confidently claims space for fluidity, nuance and joy.
April’s gift for storytelling shines as always. This time, she turns her focus towards topics like queerness and non-monogamy with refreshing candour. There is cheek and charm in the delivery, but also strength and sincerity. Over a backdrop of punchy beats and slick production by longtime collaborator AMCL, she delivers one of her most emotionally resonant performances to date.
From viral moments to vital voice
The Scotland- and Belgium-raised, London-based singer-songwriter has built a passionate fanbase both online and through the city’s vibrant live music scene. In late 2023, her single ‘Morally Grey’ exploded on social media, inspiring Spotify to create a bespoke editorial playlist named after the track. By early 2024, April Jai had landed on 14 official Spotify playlists and caught the attention of tastemakers at Wonderland and Record of the Day.
With ‘Why Choose’, she not only builds on that momentum but also takes things to a whole new level. It is a track that feels personal and universal at once. It is just as suitable for a late-night crowd as it is for a morning walk in the sun. There is power in its playfulness and strength in its softness.
‘Why Choose’ is more than a single. It is a love letter to anyone figuring themselves out, and a celebration of the freedom to live authentically without apology. Expect this one to be on repeat all summer.
You can follow April Jai over on Instagram.