A BOURNEMOUTH-based independent rap artist who has sold over 20,000 albums has released his seventh music project.

University of Oxford graduate, Zuby Udezue, 29, has released his latest EP entitled Seven, over a decade after first establishing himself in the industry.

He said that he runs pop-up shops at various locations around the UK, where people can buy branded headphones, clothing and other merchandise, as well as encouraging people to listen to his music on the spot.

Talking about his latest project, he said: ""The EP is called Seven and it's got seven songs. It has got quite a specific theme and it is quite orchestral.

"Lyrically, I would say that it is some of my strongest work. It's a cohesive lesson."

Asked his unconventional approach to selling his music, Zuby said: "What matters to me is my fan base. It has been important for me to maintain and improve it. You can be as talented as you are, but if nobody is interested in your music, then what have you got?

"I first started going onto the streets in Oxford and then London. I realised it was a viable way for me to sell my music. It's a lot more proactive. "You need to be willing to put yourself out there."

He said that he celebrated the 10th anniversary of his first album, Commercial Underground, in June, which was written and recorded while he was studying computer science at university.

Despite a decade of selling his work on streets around the country, Zuby says that he will continue to sell music in person, despite it being available to download through all the various online channels.

Zuby said that his fans are becoming their own community, with people socialising online over their shared passion of his music, despite having never met in person. The figures of 22,000 fans on Facebook and 13,000 followers on Twitter backs this up.

"What links my fans is that they are very positive and aspirational. They are pretty open-minded and willing to try something new, due to the way that I promote my music."

For more information, go to Zubymusic.com