Aram Gregory records as Beyond Aram because the songs are never only his. They arrive through the hands of the guitarists, drummers, vocalists, and orchestras who take what is in his head and put it on tape, and he wanted the billing to say so. That instinct has served him well. In under two years, he has built a YouTube channel with 126,000 subscribers, pushed his debut single past two million streams on Spotify, and racked up multiple videos with over a million views each. On 24 July, he released the most unexpected record of that run so far.
“Los Ecos De Sally” is a Spanish-language rock record, and it does not sound like an artist reaching for a novelty. It sounds like an artist reaching for a language that finally fits the feeling. Gritty guitar lines, a rhythm section that refuses to let up, a vocal that sounds scraped rather than sung. The lyric circles a breakup and the exhausting work of making peace with a memory that will not stay put, and the whole thing is over in a little more than two minutes. There is no final verse where the narrator gets free of it. The song simply runs out of road, which is a braver ending than the alternative.
The move to Spanish is less of a leap than it looks. Latin America found him first. Both “Echoes of Sally” and “Give Back” reached the top 40 on Apple Music charts in Panama in the spring of 2025, at a point when everything he had released was in English. When he later put out “¿Qué pasó con Eddie?”, the Spanish counterpart to his rock single “Eddie,” it drew well over a million views on its own. The English original sits at nearly three million. Two versions of one song, more than four million views between them, from an artist with no label behind him. The Spanish material is not a side project. It is half the business.
The route here was long. Gregory grew up in Hong Kong with melodies constantly running in his head, and as a young competitive swimmer he used them to get through the punishing hours of training, counting lengths against a song nobody else could hear. He earned a postgraduate degree in drama and spent years on stage, which shows in the way these records are built. The vocal is always a performance with a shape to it, an entrance and an exit. What he did not have was a way to get the melodies out. That came late. He learned piano during lockdown, and the tunes that had been circling for four decades finally had somewhere to land.
He now writes in Golant, a village in South Cornwall, where he lives with his wife Elaine on the River Fowey. He moved there to be near the family of his late wife, the two-time Great British Olympian dressage rider Jane Bredin. The water outside the window is a long way from a training pool in Hong Kong, but the songs still come the same way.
The output since has been relentless for someone who started this recently. “Give Back” arrived in 2024 and has now been streamed more than two million times on Spotify. The debut album “Love’s Great Fairytale” followed in 2025, then the “Christmas Treats” EP in November, whose animated “Santa’s In The Chimney Flue” video has drawn more than two million views. Then “A Mexican Dream” in January and “Eddie” in March. Twenty-two videos, several past a million, built without a marketing machine underneath them.
The new one is moving quickly too. The official video for “Los Ecos De Sally,” shot with Tai Campbell and his team, surpassed 300,000 views in its first week. Shayanne Campbell and Louise Marshall handle backing vocals, Luke Ashby plays guitar, and Alex Reeves is on drums, the same core that gave “Eddie” its bite. It is a tighter, harder unit than the Budapest Art Orchestra arrangements that carried his earlier material, and the shift suits the subject. Gregory has also rebuilt his website to run in Spanish alongside English, which tells you how seriously he is taking the second audience.
Four decades of melodies with nowhere to go, then a few years of getting them all out at once, in two languages, to millions of people who found him without anyone telling them to. On the evidence of “Los Ecos De Sally,” he is not close to done.
Stream “Los Ecos De Sally” on Spotify and follow Beyond Aram on Instagram.
