Now it’s a fact that South African R&B singer and songwriter, Elaine, has already become a household name as the most-streamed female artist in her home country, and now she’s introducing herself to the world. Crowned South Africa’s shining star, yesterday social media was in a frenzy when it was announced that Elaine has officially signed to Columbia Records.
About her signing, Managing Director of Sony Music Entertainment Africa, Sean Watson, commented ‘Elaine is unquestionably deserving of the recognition she’s getting for her music. It’s not chance that got her to where she is, its talent, and hard work. We love that about her and we can’t wait to work alongside her to help share her incredible music around the globe.’
And as the newest member of the Columbia Records family, Elaine also unveiled the highly anticipated sultry new visual for ‘Risky’, a standout track from her history-making debut EP, Elements. The 7-song collection blends mellow yet sweet R&B melodies with hints of trap-inspired moodiness. With Elements, Elaine became the first independent female artist to ever reach #1 on the Apple Music Sub-Saharan African charts. The certified platinum EP features breakout track “Changes” which received airplay on The Joe Budden Podcast, and sleek banger “Say It” featured on Ebro In The Morning.
“I’ve got a completely different story to tell. I’m a representation of every African girl that doesn’t want to be boxed in.” – Elaine
The music video was directed by Nape Phasha and contains a pretty interesting narrative that has a shocking ending but yeah we don’t want to spoil that for you…