Who run the world? GIRLS. The answer has never been more obvious. In a month where females absolutely dominated the Billboard Hot 100, it's more obvious than ever that women are running the music world. All-female remixes of "Say So" and "Savage" have been tussling for the number one spot for weeks. Add that to the already growing number of female artists getting high chart positions, it's easy to see who's really the cream of the crop. Another female artist who's starting her journey to hit those dizzying heights is Prima, an R&B singer, songwriter, and producer. She's already been gaining notoriety over in the UK, with a host of festival appearances under her belt, backed up by a strong release of singles such as "505"and "Y". Today, Prima reveals her latest single "100", and the video to go with it.
With some smooth, sultry guitar licks kicking the song off, it becomes clear that this is going to be an R&B jam. Prima's soft, soothing vocals cut through the mix as she croons about being lied to. She says of the track; “100 is a song about being true. True to yourself and true to the people you love. Too often people tell you what you want to hear and not what you need to hear. I’m about being real and keeping it 100”. The visuals are clean and colourful as the simplicity of it all makes it so mesmerising. The JSD produced beat builds up, with guitar riffs on top of slick drum patterns, before a flurry of bass-lines and snares crescendo towards the end leaving you wanting more.