{"id":107384,"date":"2025-06-27T05:22:27","date_gmt":"2025-06-27T11:22:27","guid":{"rendered":"https:\/\/femmusic.com\/?p=107384"},"modified":"2025-06-27T05:22:31","modified_gmt":"2025-06-27T11:22:31","slug":"umi-10am","status":"publish","type":"post","link":"https:\/\/femmusic.com\/2025\/06\/27\/umi-10am\/","title":{"rendered":"UMI \u2013 10AM"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/femmusic.s3.us-west-1.amazonaws.com\/wp-content\/uploads\/2025\/06\/UMI.jpg\" alt=\"Umi by Kevin Sinclair\" class=\"wp-image-107392\" srcset=\"https:\/\/femmusic.s3.us-west-1.amazonaws.com\/wp-content\/uploads\/2025\/06\/UMI-600x445.jpg 600w, https:\/\/femmusic.s3.us-west-1.amazonaws.com\/wp-content\/uploads\/2025\/06\/UMI-300x300.jpg 300w, https:\/\/femmusic.s3.us-west-1.amazonaws.com\/wp-content\/uploads\/2025\/06\/UMI-150x150.jpg 150w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\"><\/figure>\n\n\n\n<p>Ascendant young R&amp;B star UMI has released a brand new single<a href=\"https:\/\/umi.lnk.to\/10AM\"> \u201c10AM\u201d <\/a>via Epic Records. The new track comes replete with a music video that explores the journey of love through three different couples, with UMI as their storyteller.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"UMI - 10AM (Official Music Video)\" width=\"800\" height=\"600\" src=\"https:\/\/www.youtube.com\/embed\/i0kSoJfNf8w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Written by UMI, and produced by longtime collaborator V-Ron (Alicia Keys, Sabrina Claudio), \u201c10AM\u201d is a breezy, languid love song that evokes the haze of woozy, romantic mornings. Drawing on the influences of her musical heroes Sade and Lauryn Hill, UMI delivers a velvety vocal performance and captivating, soulful songwriting.<\/p>\n\n\n\n<p>Made up of a cast of fans and friends, each couple in the \u201c10AM\u201d music video represents different stages of love and distinct aspects of UMI\u2019s identity. Overall, the video is stripped of plot or performance, presenting a raw visualization of real people loving and living\u2014an honest look at love.<\/p>\n\n\n\n<p>\u201c10AM is the feeling of bliss\u2014to me that is love,\u201d says UMI on the single. \u201cIt\u2019s inspired by the story of a friend. I asked \u2018how do you know you are in love,\u2019 and they replied \u2018when I&#8217;m waking up next to my partner on a slow Sunday morning, eating breakfast together and there\u2019s nowhere else I want to be.\u2019 \u201810AM\u2019 is the sonic embodiment of love itself. It\u2019s the same feeling my friend told me and we all search for it in life, that wordless feeling of not needing to be anywhere but right here\u2014bliss and presence.\u201d<\/p>\n\n\n\n<p>\u201c10AM\u201d comes on the heels of last month\u2019s <a href=\"https:\/\/umi.lnk.to\/HARDTRUTHS\">\u201cHARD TRUTHS\u201d <\/a>ft. 6LACK and a slew of performances in Asia, including Jakarta International Java Jazz Festival and Seoul Jazz Festival. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"UMI, 6LACK - HARD TRUTHS (Official Music Video)\" width=\"800\" height=\"600\" src=\"https:\/\/www.youtube.com\/embed\/aCaPQPiTiI8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>The first look at UMI\u2019s new era (and her first for Epic Records) both singles signal a graceful artistic evolution for UMI who has garnered international attention with a sound that drifts effortlessly between genres and defies categorization. A burgeoning young talent on the cusp of widespread recognition, UMI possesses an impressive combination of originality and emotional authenticity; her growth from \u2018artist to watch\u2019 to resonant music star is assured.<\/p>\n\n\n\n<p>#umi_is<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ascendant young R&amp;B star UMI has released a brand new single \u201c10AM\u201d via Epic Records. The new track comes replete<\/p>\n","protected":false},"author":2,"featured_media":107392,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[33],"tags":[18689,16091,3512,16092,13786,18690],"class_list":["post-107384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-videos","tag-10am","tag-6lack","tag-epic-records","tag-hard-truths","tag-umi","tag-v-ron"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>UMI \u2013 10AM - FEMMUSIC Magazine<\/title>\n<meta name=\"description\" content=\"Ascendant young R&amp;B star UMI has released a brand new single \u201c10AM\u201d via Epic Records.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/femmusic.com\/2025\/06\/27\/umi-10am\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UMI \u2013 10AM - 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