UMI – 10AM

Ascendant young R&B star UMI has released a brand new single “10AM” via Epic Records. The new track comes replete with a music video that explores the journey of love through three different couples, with UMI as their storyteller.

Written by UMI, and produced by longtime collaborator V-Ron (Alicia Keys, Sabrina Claudio), “10AM” is a breezy, languid love song that evokes the haze of woozy, romantic mornings. Drawing on the influences of her musical heroes Sade and Lauryn Hill, UMI delivers a velvety vocal performance and captivating, soulful songwriting.

Made up of a cast of fans and friends, each couple in the “10AM” music video represents different stages of love and distinct aspects of UMI’s identity. Overall, the video is stripped of plot or performance, presenting a raw visualization of real people loving and living—an honest look at love.

“10AM is the feeling of bliss—to me that is love,” says UMI on the single. “It’s inspired by the story of a friend. I asked ‘how do you know you are in love,’ and they replied ‘when I’m waking up next to my partner on a slow Sunday morning, eating breakfast together and there’s nowhere else I want to be.’ ‘10AM’ is the sonic embodiment of love itself. It’s the same feeling my friend told me and we all search for it in life, that wordless feeling of not needing to be anywhere but right here—bliss and presence.”

“10AM” comes on the heels of last month’s “HARD TRUTHS” ft. 6LACK and a slew of performances in Asia, including Jakarta International Java Jazz Festival and Seoul Jazz Festival.

The first look at UMI’s new era (and her first for Epic Records) both singles signal a graceful artistic evolution for UMI who has garnered international attention with a sound that drifts effortlessly between genres and defies categorization. A burgeoning young talent on the cusp of widespread recognition, UMI possesses an impressive combination of originality and emotional authenticity; her growth from ‘artist to watch’ to resonant music star is assured.

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