South African artist Una Rams returns with his latest single, “Priceless Possession,” a soul-stirring love song that bridges the past and present. The track marks the second single from his highly anticipated debut album, Meet Me at the Altar — a heartfelt celebration of love, devotion, and sacred connection.
Originally written over seven years ago, “Priceless Possession” has been beautifully reimagined for this new era. Produced by C-Tea, J-Smash, and Raven, the track has evolved into a lush Afro-soul anthem rooted in South African soundscapes. Its new form feels warmer, richer, and closer to the essence Una Rams always envisioned.
“There’s a certain wisdom in these lyrics,” Una shares. “Even back then, I understood the kind of love I was hoping for — not performative or conditional, but something divine and enduring.”
Sung in both English and Tshivenda, “Priceless Possession” is an ode to a love that cannot be bought — one that values commitment over convenience, connection over currency, and gratitude over pride. It captures the essence of choosing someone wholly and faithfully, every single day.
Following the heartfelt success of his previous single “Ndi A Mufuna,” Una Rams continues to craft a new canon of African love songs — music made for vows, for forever, for the altar.
Born in Makwarela, Thohoyandou, Una Rams is the embodiment of African cool — a maven of modern soul whose artistry merges authenticity, spirituality, and youthful energy. Blending his Venda roots with global influences, Una has become a defining voice of South Africa’s new generation. His versatility as a singer, rapper, and producer shines through, earning him recognition as the first Gen-Z South African artist to have his music played on Apple Music’s Beats 1 Radio.
With “Priceless Possession,” Una Rams reaffirms his gift for transforming emotion into melody — reminding us that love, in its purest form, will always be a priceless possession.