Rising R&B artist UMI has unveiled her latest single, “10AM,” released through Epic Records. The track arrives alongside a music video that offers a candid exploration of love across three couples, with UMI guiding the story.
Written by UMI and produced by V-Ron, known for her work with Alicia Keys and Sabrina Claudio, the single presents a soft, flowing sound that reflects quiet, intimate mornings. UMI channels the influence of artists like Sade and Lauryn Hill in both sound and delivery, crafting a song that highlights personal storytelling and smooth vocal layers.
The music video features UMI’s fans and friends, each couple portraying different phases of love. The video focuses on genuine, unscripted moments, presenting everyday snapshots without a traditional narrative or staged performances.
“10AM is the feeling of bliss—to me that is love,” UMI said in a statement. She shared that the song was inspired by a friend’s description of realizing they were in love while spending a simple Sunday morning with their partner. “It’s the sonic embodiment of love itself.”
“10AM” is now available on all major streaming platforms.
