Emerging UK artist Iona Luke returns with her striking new single ‘Existential’, delivering a dramatic, introspective release that cements her as one of the most compelling new voices in alternative pop.

Blending raw emotional intensity with a theatrical, widescreen sound, ‘Existential’ sees Iona confront the spiralling thoughts that come with identity, self-doubt, and creative pressure.

“In a madly oversaturated music space, figuring out where you stand and what you have to say is scary stuff,” Iona explains. “When I had to decide whether I’d be ‘Iona’ or ‘Iona Luke,’ I repeated my name in my head too many times and had the mini existential collapse we all get when a word suddenly looks a bit funny.

“This song is about identity, overthinking, and wondering if what you do actually matters. It was almost impossible to write… snapped a lot of pencils.”