Within the Industry, it could be said that Effie Records was born with a golden spoon in her mouth. The daughter of Dave Dee, Dozy, Beaky, Mich and Tich drummer John Hatchman, and Great Granddaughter of an acclaimed American Gospel Singer, Effie grew up in a family passionate about performance. Introduced at an early to the musical mastery of Michael Jackson by her Grandma, she developed her own musical tastes quickly.

With her performance prowess obvious for all to see, it was little surprise when young Effie asked to go pro. While solo stardom was still just a sparkle in her eye, an enthusiastic 11 year old Effie was thrilled to join the E Minor choir, where she worked hard to develop her stage presence and vocal ability.

Within a few years, her confidence had grown and she was ready to conquer the music world, but little did she know that an audition (where she performed a show-stopping rendition of Aretha Franklin's 'Respect') to perform a support slot for Lemar would take her all the way to a solo performance at the Royal Albert Hall.

Although debut single 'Into Yello' lead the way for Effie on to the radio airwaves, and allowed her to mingle with Jermaine Jackson on the red carpet at the MOBOs, Effie knew needed time before she would be ready for her pop dreams to be realised.

Having fallen in and out of love, Effie has leant heavily on her heartbreak to craft her striking return EP 'Conquer'. A determined, dub-tinged effort, Effie Records is ready to make the music world stand up and listen once again.