2017 kicks off in exciting, slow-burning form with emerging artist Holland conjuring equal parts syrupy-sweetness and veiled threat. The new release from the London-based singer/songwriter ‘Forget Your Name’ is an icy call to arms about knowing when to call time on a relationship in no uncertain terms.
With Holland’s debut single ‘Secrets’ seeing her gain support at BBC Introducing The South last year, her first teaser for 2017 is immediately seductive and inventive enough to see her profile rise significantly further. Co-written with Luke Paul Jackson, ‘Forget Your Name’ is produced in association with Jake Gosling’s Sticky Studios (Ed Sheeran, One Direction, Shawn Mendes).
It’s Holland’s leading vocal however that sets her quite apart here. Conjuring the ethereal cadence of Lorde with a naturally dangerous barb to her tone, the young artist exudes enough swagger to mark her as a bonafide one to watch for the year ahead.
Speaking on the track, Holland states: “‘Forget Your Name is about a really toxic relationship and how one way or another, it is coming to an end.”