Over the past few weeks, EMMMA has barely had a chance to catch her breath. After announcing that she will join MUNA across the UK and Europe this autumn, the London-based artist has now begun her North American tour supporting Suki Waterhouse, a milestone she recently admitted still feels surreal. Even with a schedule that barely leaves room to stand still, there has been space for another new chapter. Released just a few hours ago, Experiment continues building the world of her forthcoming debut album with what might be her most immediate and emotionally honest single yet.
Following Russian Roulette, which explored knowingly stepping into a relationship with an expiration date, Experiment shifts the focus to what comes afterwards. Not the heartbreak itself, but the sudden clarity that arrives when you realise you were never part of the same story as the other person. It’s a feeling many people recognise but rarely put into words with this much honesty or confidence.
Speaking to METAL about the track, EMMMA explains: “Experiment is about the moment of realisation you have when you’re being used as someone else’s lesson rather than an actual connection. It comes from a place of hurt and disappointment, but there’s also this empowering feeling due to the realisation and the taking back of power.” That balance between vulnerability and self-belief gives the song its identity, allowing frustration to become something liberating.
Written alongside Nigel Van Hemmye, Katherine Donnelly and Erick Serna, with production from NYDGE and Serna, the single came together far more naturally than its subject matter might suggest. “It was such a fun song to write,” EMMMA says. “We had such a fun day in the studio, and the song came pretty quickly and naturally, which most of my favourite songs do. I’m so happy to be sharing this with you, and I hope you all love it as much as I do.”
The visualiser, directed by longtime collaborators Desacato and Holly Wood, captures those emotions with striking simplicity. Surrounded by mist inside a flower-covered birdcage, EMMMA slowly removes the bandage wrapped around her head, confronting the truth she can no longer ignore. The imagery mirrors the song perfectly, turning emotional release into something almost tangible without ever feeling overly dramatic.
The timing could hardly be more fitting. After completing her own headline dates and earning support from BBC Radio 1 and Elton John’s Rocket Hour, EMMMA now finds herself playing to thousands of new listeners every night across North America before heading straight into another dream opportunity with MUNA later this year. It is the kind of momentum artists spend years hoping for.
