ARTISTS TO WATCH IN 2014: Mapei

Swedish sweetheart MAPEI deserves your attention, if she hasn't already captured it with her mesmerising release 'Don't Wait', released through Downtown Records.

She defies genre boundaries with her soulfully percussive pop that is immediately familiar, getting better with every listen. MAPEI's tonal maturity lifts what is otherwise a simple and infectious pop song to a higher realm of meaning, transcending the standards of the 2-dimensional pop release and attaining reputable cred. She calls it “21^st century gospel and doo-wop”.

Having only released one deservedly hyped single in 2013, MAPEI proves that low output is not only justified, but an effective marketing strategy, if the output is of a high quality. It keeps the audience eagerly awaiting more, one ear to the ground, and patiently as they know the wait is worth it.

Less is usually more, and something only stays cool if it's rare and a little out of reach. While buzz-worthy MAPEI is no little secret in the industry, she's still fresh enough to share generously with your mates, smug to have discovered her first.

Organic, melodically rich, irresistible harmonies to boot. MAPEI has just released an acoustic version of 'Don't Wait', turning up the blues with a sombre piano refrain. Available on her SoundCloud, alongside a spare, synth-fuelled KINGDOM remix.

Words by Rebecca McCann

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SEE ALSO:

MAPEI ‘DON’T WAIT’ (KINGDOM REMIX)