The glitzy world of pop is often dominated by solitary, reclusive figures. Sweden's Style Of Eye for example, constructed one of 2013's true ear worms - yet he remains largely unknown.
Helping to craft the production on Icona Pop's 'I Love It' - a number one UK hit doncha know - the Scandinavian artist (real name Linus Eklöw) is now ready to step out in his own right.
'Kids' finds the producer working with guest vocalist Soso and it's every bit as addictive as his previous smash. Euphoric, pulsating music which sits in between big room house, trance and an all out pop assault, it's matched by lyrics which pick apart the contradictions of a social media led youth culture.
"Everyone's special in the exact same way, you live your life on a Facebook page" sighs Soso, in a voice which could both steal your heart and break it in two.
Out on March 10th via Sony RCA, 'Kids' will no doubt find Style Of Eye's image plastered on billboards across the land - which, truly, is where he belongs.
Check out the video for 'Kids' first on Clash.