The Pop Corporation

It must be just as annoying as it is a compliment to be ‘hotly tipped’ in the world of pop – but hotly tipped Emei is, and with their new track ‘Scatterbrain’, it’s very obvious why.

In terms of pop music, this errs on the side of alt.pop, which is always fun – it effectively means it’s a bit wonkier and tuff, but no less accessible. This is still music for a night out or playing full-tilt on the commute. Emei has been bubbling up for a while now, but this new stuff should hopefully tip her over into bigger things.

Like good pop, ‘Scatterbrain’ sounds incredibly modern. It’s exciting and fresh and everything you want from underground pop. Emei also seems way too cool for us lot, which is obviously an added bonus – it’s all well and good being relatable and all that junk, but honestly, it’s fun when pop is made by someone who looks like they might ignore us. That’s the real X Factor, not a vote for me face.

Please note – she’s probably very lovely, very approachable, very relatable – but y’know, let us go on with ourselves a bit. It’s one of the other fun things to do when you’re listening to a new track – make your own narrative, however inaccurate or accurate that may be.

Anyway, get your ears ’round this. It’s ace.