18 September 2024 - 0 Comments

Based in Tāmaki Makaurau, Ema I'u (pronounced Emma ee ‘u) aka Ema Barton is a performer with a powerful presence, undeniable skill as a vocalist and talent as a songwriter and screen arts creative.

This single follows on from the success of her Flower of Life music video which premiered at SXSW Sydney 2023, was selected for 2024 Māoriland and Hawai’i International Film Festivals and was nominated for Best Video at the recent Pacific Music Awards.

Blame Game will feature on Ema’s debut album planned for release in 2025. All songs including her previous singles Top Shelf and Midnight Mistress, were worked on alongside producer Nathan Judd (Producer of the Year, Pacific Music Awards 2021) as part of a NZ On Air New Music Development Project.

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Ema I'u is gearing up for more releases and is just getting started. You can catch her live at her Move Mountains Fundraising Concert on 22 September at Gribblehirst Community Hub, where she will be sharing a preview of the new single. ‘Blame Game’ is out on digital platforms - 23 September.

Ema loves creating art with strong social or political messages. Blame Game is about relationship conflict. It’s a fiery RnB-pop track with Hip-hop, neo soul and jazz flavours. It draws from late 90's to early 2000's influences such as Lauryn Hill, Jill Scott, D’Angelo, The Roots and TLC.

“I wanted to express the bitterness and resentment one can feel when trapped in a situation where your lover / partner feels more like an enemy. Where you know you’re in a toxic relationship, you’re just not good for each other and the pressure and unhappiness continues to build up. My producer and I juxtaposed this heaviness and tension of the lyrics with a sweet lightness of the melodies and music. Like a ‘happy life’ facade one can adopt to just keep going, pretend things are ok and keep up appearances.” says Ema.

“I hope that anyone who resonates with this song can feel seen and heard, perhaps enough to step out of that bubble they’re in and start thinking of a way out. Or at least feel some camaraderie that they are not alone. I know there are so many people who feel stuck in this predicament and they’re waiting for something to get better, afraid of change, letting others down or the consequences of leaving. I hope they can get the help they need, start talking to friends, family or access local support services. Get some therapy, put yourself first and if you feel unsafe or in distress, please check out resources like https://www.areyouok.org.nz. Kia Kaha and Arohanui.”

“Also, a little disclaimer, I am in a very happy and supportive relationship, so I just want to make it clear this song has no reflection on my current partner. I appreciate that I am in a privileged space where I feel I can explore these themes safely.” Ema adds.

Ema is currently running a Boosted X Moana Campaign to help with her next big climate action music project ‘Move Mountains’ which also has NZ On Air Single Funding and will be in Sāmoa in October to perform during CHOGM 24. Blame Game is the second single from Ema’s forthcoming album, and we can expect much more in the near future.

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