Aotearoa artist Ema I’u has unveiled her latest single, the feel good, hook-laden track ‘Top Shelf’, along with its accompanying lyric video also out today.
With its stacked vocal harmonies, infectious groove and straight up feel good lyrics, ‘Top Shelf’ is the ultimate “know your worth” anthem. It’s early 2000’s, R&B pop influences are reminiscent of Destiny’s Child, with Ema’s vocal performance showcasing her undeniable skill as a vocalist and talent as a songwriter.
“This is an empowerment song,” states Ema. “If someone is not giving you the love or attention you need, just get out there and have your own fun. Remember that you are ‘Top Shelf’, and deserve to have a good time. Mmm Hmm.”
Made with support from NZ On Air’s New Music Development Scheme, ‘Top Shelf’ was recorded, produced, and mixed at Rageous Records by award-winning producer Nathan Judd. In the studio, the track was transformed with “a bit of a revamp”, after being performed by Ema in its acoustic form for almost two decades.
“I literally wrote this song forever ago, in my young sad-girl heartache phase, when you spend a lot of time fussing over boys that don’t treat you how you would like - so you have to let out some of that sassy ‘I’ll show him’ angst,” says Ema. “The chorus now reflects more of a ‘stuff dwelling on that rejection, go out and have fun with your friends instead’; ‘take it to the club’ vibe. Nathan and I had a lot of fun layering sounds to create the overall soundscape.”
Also out today is the accompanying lyric video, made up of lo-fi footage from Ema I’u’s phone archives, with graphics created by Riley Coughlin.
“Some of these shots are from a girls trip to Thailand, which was just the best time for me after some boy troubles, so it really sums up the song for me,” says Ema. “When your love life is getting you down, just go ‘Top Shelf’ with your good friends, people.”
Born and raised around Tāmaki Makaurau with regular trips to Samoa, Ema I'u is a musician and actor (of Samoan/Pākehā heritage), involved in the arts for over 20 years. After studying a Bachelors of Performing and Screen Arts and spending a decade in ensemble theatre making as a producer and actor, Ema has spent the last eight years as a full-time musician, performing at festivals and on cruises as a soloist, as well as with her highly successful cover bands Lucky May and Coco-Rocky. Having received the NZ On Air New Music Development Grant, as well as the New Music Pasifika Grant, Ema recently released her debut single ‘Midnight Mistress’ and is working towards her debut album.
With a remix of ‘Top Shelf’ in the pipeline and more brilliant recorded music on the way, Ema I’u is just getting started.
