There's a brilliantly po-faced and calmdowngrandadesque discussion of the Mpho single over on Record Of The Day's messageboard at the moment. "Take the Echo Beach hook away & what are you left with?" writes one poster. Answer: a really quite strong topline melody with lyrics that establish a bold and clear and fresh pop persona within the song's first 34 seconds. The horror of it all, etc.
We suppose what would be better is if her label held back on the pop tunes until they'd released twelve different underground tastemaking singles then dropped her. Yes. That would definitely be the way to do it.
More importantly: LOOK AT THE PRETTY COLOURED VINYL.