Hidden gems of 2025: Creators, books, and podcasts

Every year, certain voices dominate the headlines: bestselling authors, viral creators, and chart-topping podcasts. But beneath that noise lies another world: a world of creators quietly redefining their craft, writers telling stories that linger long after the last page, and podcasters exploring ideas with depth that algorithms rarely reward.

2025 has already proven that brilliance doesn’t always trend — sometimes it grows in niche corners, thrives in small communities, and spreads through genuine admiration rather than mass popularity.

This list celebrates the real, underrated creators, books, and podcasts that deserve far more attention. Whether you're looking for fresh perspectives, new artistic inspiration, or thoughtful storytelling, these selections offer meaning beyond the mainstream.

Underrated creators from 2025

1. Shayda Campbell (Art & DIY)

Shayda Campbell’s world feels like stepping into a calm Sunday morning: soft colours, gentle instructions, and an encouraging tone that makes creativity feel accessible instead of overwhelming. While many art channels focus on hyper-realistic results or intense speed-painting techniques, Shayda centres her content around ease and comfort.

She often focuses on watercolour florals, simple sketchbook practices, and creative journaling — the kind of casual art people can pick up after a long day without needing expensive materials. This makes her a go-to creator for beginners, busy adults, and anyone who wants to reconnect with creativity.

Her underrated strength is her ability to turn art into emotional comfort. Viewers often comment that her videos help with anxiety, perfectionism, and creative burnout. While other creators chase trends, Shayda nurtures a community that values slow, mindful creativity: something increasingly rare online.

2. Salim Dabanca (UX/UI Design)

Salim Dabanca is quietly shaping a new generation of designers. His short-form videos break down UX mistakes, design principles, and product architecture concepts in ways that feel simple but never watered down.

What sets Salim apart is his background; he’s not just teaching design from theory; he’s worked inside Silicon Valley teams building real products used by millions. This gives his content both credibility and practicality. When he explains what makes a good onboarding flow or how a designer should present a portfolio, it comes from lived experience.

The Mars Design Club, his community for designers, has become a hub where beginners find mentorship, industry tips, and confidence. At a time when tech feels intimidating and gatekept, Salim makes it feel approachable. His content isn’t flashy, but it’s deeply useful, which is exactly why he deserves more recognition.

3. Anjela Freyja (Art History & Design Education)

Anjela Freyja stands out in an era where short-attention-span content dominates. Her videos feel like a blend of documentary, storytelling, and academic lecture — but reimagined for TikTok.

She often takes topics that seem complex or niche, such as “The history of ultramarine blue” or “How ancient civilisations used pattern and symbolism,” and transforms them into fascinating, bite-sized explorations. Her research is meticulous, yet her tone is friendly and accessible, making people care about art history who’ve never opened a textbook.

What’s truly underrated about her work is her ability to connect the past to the present. She’ll explain why certain colours became symbols in fashion, or how medieval art influences modern branding, drawing lines across centuries in ways most creators don’t. She educates, inspires, and surprises, all in a few minutes.

4. William LaChance (Contemporary Art)

William LaChance’s art feels like stepping into a world made of colour, geometry, and playful emotion. His large-scale abstract work takes cues from mid-century design, street art, and textile patterns — making his style instantly recognisable.

Despite his murals appearing in major cities and his paintings being collected internationally, he remains a hidden gem to broader audiences. One of his murals, a basketball court transformed into a vivid explosion of layered shapes, went viral for its creativity, earning praise as one of the best-designed courts in the world.

His work is often described as “joy in physical form.” It merges public spaces with fine art, encouraging everyday people to interact with creativity. LaChance stands as one of those rare artists whose work is both intellectually interesting and emotionally uplifting.

Underrated books of 2025

1. Red Clay by Charles B. Fancher

Red Clay is not just a story; it’s a confrontation with America’s buried histories. Starting in 1943, the novel traces the reverberations of one unexpected encounter between a white woman and a Black family. Their intertwined past becomes the starting point for a generational saga shaped by ambition, shame, secrets, and the long shadow of slavery.

Fancher writes with vivid detail and emotional depth, capturing both the pain and resilience that exist within families tied together by history. The novel echoes classic Americana literature but stands firmly on its own as a modern exploration of inherited trauma and redemption.

Despite critical praise, it remains underrated because it doesn't rely on sensationalism; it's quiet, powerful, and deeply human.

2. Immortal Gifts by Katherine Villyard

In a market saturated with vampire fiction, Immortal Gifts brings something entirely different. By weaving Jewish history, Prussian folklore, and gothic romance into one narrative, Villyard creates a story that feels fresh and layered.

The protagonist, a Jewish musician turned immortal, spends centuries battling an ancient enemy, but the real heart of the story lies in his struggle to protect his identity, faith, and found family. The contrast between 19th-century Europe and modern New Jersey adds texture and emotional weight.

This is a rare kind of supernatural novel: atmospheric, intellectual, and rooted in cultural depth. It’s underrated because it refuses to follow typical vampire trope formulas, offering something more nuanced and literary.

3. One of Our Kind by Nicola Yoon

Nicola Yoon’s first adult novel is a sharp, cinematic thriller wrapped in a social commentary about race, community, and the illusions of perfection.

When a Black couple moves to the idyllic all-Black community of Liberty, California, they expect peace, belonging, and safety. Instead, the protagonist slowly uncovers a secret that challenges everything they believed about utopias — and about themselves.

While the book debuted with strong sales, its deeper themes have not been fully appreciated in mainstream discussions. It blends suspense with cultural insight, making it both gripping and thought-provoking.

4. The Overstory by Richard Powers

Though not a 2025 release, The Overstory is having a revival because its message feels essential in a climate-conscious world. Powers interlaces the stories of several characters, each profoundly connected to trees, to paint a breathtaking portrait of nature’s influence on human life.

The novel moves between activism, science, family drama, and spiritual reflection, forming a narrative that stays with you long after reading. It’s underrated among casual readers because it’s dense, poetic, and demands your full attention — but those who give it time find it transformative.

Underrated podcasts of 2025

1. Ologies with Alie Ward

If curiosity had a soundtrack, it would be Ologies. Alie Ward’s interviews with experts in hyper-specific sciences are both hilarious and deeply informative.

She turns intimidating topics into fun explorations, listeners walk away knowing strange things like why slugs mate the way they do, how volcanologists predict eruptions, or what forensic entomologists study.

The podcast’s underrated charm comes from its dual appeal: it satisfies your inner nerd and your desire for entertainment.

2. The Truth

The Truth is one of the most beautifully produced fiction podcasts ever created, yet it still flies under the mainstream radar. Each episode is a complete story — immersive, imaginative, and powered by rich sound design.

Some episodes feel like short films; others like surreal dreams. They explore morality, relationships, absurdity, and the unexpected corners of the human mind.

Its underrated status comes from the fact that fiction podcasts rarely go viral, even when the quality is exceptional.

3. Imaginary Worlds

In Imaginary Worlds, Eric Molinsky takes storytelling seriously. He digs into what makes fictional universes believable, beloved, and culturally important.

Whether he’s discussing worldbuilding in Star Wars, the psychology of cosplay, or how magic systems are crafted, his episodes offer surprising depth. This podcast appeals to writers, artists, gamers, and fans who want more than just surface-level commentary.

It deserves far more recognition for its thoughtful, almost scholarly approach to fandom and imagination.

4. Unexplainable

For anyone fascinated by mysteries science hasn’t solved yet, Unexplainable is a goldmine. Unlike typical science shows, this podcast focuses on questions, not answers.

Why do some animals regenerate limbs?

What exactly is consciousness?

Why does space behave the way it does?

The hosts take listeners on a journey through curiosity, doubt, and discovery — making complex topics feel human and emotionally engaging. Its underrated nature comes from its subtlety; it’s not flashy, but it’s deeply compelling.

Final Thoughts

These creators, books, and podcasts may not be the loudest voices of 2025, but they are among the most meaningful. Each one brings something fresh, thoughtful, and deeply creative to the table.

If you're tired of mainstream recommendations and want to discover real, underrated gems — this list is your perfect starting point.