Watch it now...

The blonde female is a Hollywood archetype, one of the foundational figures in pop culture.

Being blonde and female comes with a whole host of preconceptions, ranging from the comedic to the outright ridiculous.

EMA's latest track is called 'So Blonde' and tackles this issue head on. "The smiling blonde white woman is the most exploited image in the world" the singer reflected recently.

A partly animated pastiche, the video for 'So Blonde' finds EMA de-constructing the image of the blonde female. "How many bits do we have to reduce the dancing blonde babe to before she is no longer a symbol of sexiness? At what point do tits become simply bits? And who owns the sparkly dolphin anyway?"

Watch it now.

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EMA's new album 'The Future's Void' is out on April 7th. The singer has confirmed the following shows:

3 London The Garage
4 Manchester Deaf Institute
5 Leeds Brudnell Social Club
6 Bristol The Lantern

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