Unorthodox Reviews (UR) is a Ghana-based digital media platform founded in 2016 by Philip Edusei and Godwin Mitchual. Originally launched as a music review blog, UR was established to celebrate the sound, style, and spirit of Africa’s new generation. Over the years, it has grown from a niche publication into a leading online platform spotlighting African music, lifestyle, and culture. Today, it operates as the flagship subsidiary of Unorthodox Media, reaching an ever-expanding audience across Africa and the African diaspora.
Emerging at a time when the African music scene was dominated by mp3 blogs centered on downloadable files, Unorthodox Reviews helped redefine the editorial approach to African music journalism. By shifting focus toward thoughtful reviews, feature stories, interviews, and cultural commentary, UR introduced a more journalistic and analytical perspective to the coverage of African music and lifestyle. What was once considered an “unorthodox” approach has since inspired a new generation of African-focused online music publications.
At its core, Unorthodox Reviews is dedicated to amplifying African voices and fostering authentic representation. The platform provides opportunities for emerging writers, photographers, and content creators to showcase their work, empowering young Africans both on the continent and in the diaspora. It has played a key role in promoting both rising and established artists through exclusive interviews and editorial features, spotlighting African talents.
The platform’s impact has been acknowledged internationally. In 2021, Unorthodox Reviews was featured at Music in Africa’s ACCES Conference in Johannesburg, where co-founder Philip Edusei joined a panel on empowering African artists. That same year, UR’s work was recognised at the Reeperbahn Music Festival.
Unorthodox Reviews is also an official Apple Music curator and a verified tastemaker brand on Audiomack, showcasing the rich diversity of African sounds through its expertly crafted playlists.