You may be unaware, but Milwaukee’s Uni-Fi Records is undergoing a bit of a transformation. Amongst the new talent coming into the fold is Ethan Payton, a 20 year old UW-Whitewater student from Lake Geneva, who is capable of making a big impact very quickly. Payton’s debut single, “Roll With It” is out today, and features a sound not normally associated with Uni-Fi Records. Produced by Charley Cooks, the song has a touch of R&B, but is very pop oriented, and could wind up within radio rotation in the near future. The future of Uni-Fi Records could very well be centered around Ethan Payton, and you’ll hear that on “Roll With It” below:

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