— London-born singer-songwriter and visual storyteller Ama (fka Ama Lou) returns with “My Girl” via ISOSUPREMACY / PULSE Records. It’s her first release in nearly two years – and the official start of a new chapter. A reintroduction in name, tone, and creative direction.
Softly euphoric and subtly bruised, “My Girl” glides with light-footed ease, while something heavier simmers underneath. The track captures the dissonance between momentum and malaise — between looking polished and feeling far from it.
In Ama’s words, the song is “a reintroduction… a melancholic reflection on achievement and numbness.” The upbeat energy masks something more fragile. That tension sets the tone for what’s to come.
The visual, shot in the snowy stillness of France, brings that feeling to life. Directed by Ferina, the video draws inspiration from Soulja Boy’s “Crank Dat” — reframed through a minimalist, outdoor lens. Ama dances among friends, but always with a sense of distance: curated, calm, and quietly commanding.
The release follows 2023’s I Came Home Late, a fully self-produced debut that earned praise from CLASH as “the sound of one of UK R&B’s boldest voices coming of age.” That record was intense by design — dense with arrangements and big ideas. But this time, the focus has shifted. The pressure’s off. The process feels lighter. The music sounds more like something she’d actually say out loud.
That clarity led to a name change. Officially dropping the “Lou,” Ama steps forward under her real name for the first time in her career. It’s less of a reinvention and more of a return — to joy, to honesty, to herself.
While “My Girl” marks a new era, Ama’s impact has been long felt across music, fashion, and media. She’s graced covers of 10 Magazine, Puss Puss, POP, Notion, and Exit and has been featured by Vogue, i-D, V Magazine, WWD, Elle, and Paper. Notably, her 10 Magazine cover showcased the revival of the Louis Vuitton and Takashi Murakami collaboration — highlighting her role as a muse in the intersection of music and high fashion.
With over 3 million average YouTube views, a growing global following, and standout releases like “Northside” and “DDD,” Ama has always made music that lives beyond genre. But this new phase trades armor for air. Precision for presence. Intensity for intention.
Her Vogue spotlight (“At Home with Ama Lou,” September 2020) captured her world-building approach to songwriting. i-D’s “it’s all falling into place for Ama Lou” (2019) chronicled her rise as a voice of emotional clarity, while WWD (2018) positioned her as an artist already co-signed by Drake, Virgil Abloh, and the next wave of style culture. Dull Magazine tapped her early on for a minimalist, striking editorial by Emanuel D’Angelo (SS17), offering a glimpse of the visual control she’d later expand on.
With “My Girl”, Ama literally creates a new name for herself within the R&B sphere. With its alluring melody and hypnotic rhythm, “My Girl” is a euphoric first single for the breakthrough of her new era. As she channels her creative visions towards her music, she adopts her artistic expressions from her experiences in fashion towards the visuals for her music, and into the vulnerability of her lyrics. In the introduction of this new chapter, Ama is ready for fans to meet the real her; blood sweat and tears, no holds barred. “I’ve really lifted the veil,” she says. “I’ve stepped into a fully formed Ama.”