I think it's pretty safe to say that rising Seattle musician EMI's release strategy is spot on. After gaining 100,000 plays on her debut track 'Phantom' she released her second track 'HIT ME' and promised to unveil the next single when it hit 200,000 plays. And of course it did, even earning the attention of Zane Lowe, who even premiered the track on his Beats 1 show. 'Sip It Slow' sees EMI reuniting with previous collaborators Rex Kudo and Charlie Handsome, and is another moody, emotive affair continuing the tones set in those previous releases.

The next EMI record will be revealed once this hits half a million plays so start abusing that play button right now.