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Introducing… Effie

• 15th Nov 2010

Hailed as the UK’s answer to Rihanna by Ronnie Herel, and the protégé of Brit soul master, Lemar, the incredible vocal talent of, Effie, is set to smash an indelible print on British RnB/pop as her debut single, ‘Lonely’, is released on 15th November. Armed with a host of accolades from the crème of British RnB and media, plus, a relentless tour schedule up until the end of 2010, including a string of under 18 gigs and a schools tour, Effie is, without doubt, the hottest female asset to enter the RnB/pop/soul scene in a very long time.

Fusing all that is brilliant about up-front Urban RnB/Pop, ‘Lonely’, is a vibrant, up-tempo track that quite literally screams attitude and addictive loops from the first play. The track whips and skips sassy beats around the dazzling, deep, rich and highly distinctive vocals of this spanking fresh talent that is Effie. Produced by platinum selling production team, Da Beatfreakz, who have previously worked with N-DUBZ (Platinum selling album), Chingy (Def Jam), Tydis (jive/ hitz cometee), Young Berg (Epic), Ashley Keating (Disney), Brok Storm (Disney); plus a remix line-up featuring Nutty P (Stinkahbell Mix) and Mark Loverush, is set to be the most sought after track this autumn and justifiably places Effie alongside her successful US counterparts.

At just 18-years of age, this bundle of talent from Salisbury, was born with the musical gene pumping through her blood – her father is the drummer from the renowned 60’s band, 'Dave Dee, Dozy, Beaky, Mick and Tich’. Whilst developing and nurturing her talent – she’s been performing to audiences since the age of 13 – Effie often wowed audiences with her live performances on the stage of, 90 Degrees, Southampton’s famous star-attracting venue; alongside the likes of Omarion, Jagged Edge, Jodie Aysha, Sean Kingston, Mario and The Artful Dodger. Effie was also part of Southampton music youth group, ‘Eminor’, with whom she regularly performed and combined her vocal ability with fast moving dance routines.

But Effie’s major break came at the age of just 15-years old, when she belted out a jaw-dropping performance of Beyonce’s, ‘Work It Out’, during the ‘Lovelive’ talent contest in Southampton. Unbeknown to Effie, UK soul sensation, Lemar and his team were watching the contest from backstage. Effie was instantly introduced to Lemar and plans were quickly made for her start work on her own material. Within weeks she was put into development, working on her writing, recording and performance skills, and collaborating with some of the industry’s hottest producers, including Mike and Ant Hannides, Si Hulbert and Jake Gosling, US writer Antwann Frost (Swizz Beatz camp), Da beatfeakz (Ndubz, Tiao Cruz) and Harmony (Dark Child) – Effie also worked with the acclaimed artist Mz Bratt.

The result didn’t disappoint….one of Effie’s first musical creations, the as yet un released ‘Into Yello’, instantly positioned her as the opening artist on Lemar’s 24-date tour, alongside JLS. The tour started in spring 2009 and saw Effie commanding live audiences across venues such as The Royal Albert Hall (London), Birmingham NIA and the Southampton Guildhall.

Although never released as an official single, ‘Into Yello’, whipped-up unprecedented response, was leaked to radio and instantly championed by Radio One/1Xtra DJ, Ronnie Herel. Boasting primetime plays by Radio One’s, Trevor Nelson, the track also found its way to 1Xtra and Choice FM playlists. Since then, Effie has performed two exclusive tracks live at the BBC Maida Vale studios for Ras Kwame’s, ‘Back To School Sessions’. She’s also performed at various shows and festivals up and down the country including, Rock In The Park 2009, alongside the likes of Peter Andre and Beverly Knight, plus the Freedom Festival in Hull, which boasted a line-up including Pixie Lott and JLS. Added to which, she’s also recorded a new track, ‘By Your Side’, with Lemar and US superstar, Jadakiss, the first track that Jadakiss has ever recorded with a UK artist.

Now the awesome Effie proves that she has what it takes to offer a dripping hot slice of British served RnB/pop to the UK music industry, as she launches her debut single, ‘Lonely’ – let the Effie phenomena begin!
Effie’s debut single, ‘Lonely’, released on Dark Water Records on 15th November 2010

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