It’s been a couple of years since Effie first graced the scene with her acclaimed debut single ‘Into Yellow.’ The song was widely supported by radio and generated a surge of media interest, plus theatre tour support slots with JLS and Lemar.
While there is no denying that the highs of the MOBO awards, live sessions for Radio 1Xtra and a Royal Albert Hall performance are all ingredients of a dream come true, Effie pulled back from spotlight and took some time to escape into ‘real life’. She says of this decision:
“Whilst I was so grateful for the support and experiences, I felt like things were moving in the wrong direction. I’ve always wanted to put my own stamp on my music. I think that is fundamentally important for any artist who strives for longevity…”
Having fallen in and out of love and endured the growing pains of every teenaged girl, Effie felt compelled to return to her first passion – songwriting. With a lot to say and passion to vent, Effie bought an open ticket to Los Angeles, and spent time writing and recording. In a chance encounter Effie meet Rhett “Kidforce”
Raha, an artist and producer based in LA. The pair instantly clicked and spent the next few weeks in lock-down at his studio. With the sounds of Disclosure, Aluna George, Jessie Ware and Delilah buzzing around her head, and with the lyrical honesty of her idols Amy Winehouse and Frank Ocean as inspiration, the process was a cathartic one.
The result is her new EP ‘Conquer’, a collection of bitingly refreshing songs directed to her former love. Heading up the release is the sensationally compelling lead single ‘Addicted’, which explores the natural need to fill the void.