Watch Jimmy Edgar turn up the heat on a distorted infomercial for 'Burn So Deep'

Ultramajic boss Jimmy Edgar shares a brand new record from Big Beat today accompanied with a cheeky and fully entertaining music video for 'Burn So Deep'.

Taking a step away from his usual sound, 'Burn So Deep' is a track that puts the vocals of featured singer DAWN at front and center. As she sings about a love that "burns so deep", the video finds playful ways to visualize heat metaphors through a mysterious cream called Jimmy's Heat Rub, dancers and emotive, beachside shots.

"‘Burn So Deep’ was a very interesting process during the whole development, now that I look back everything fell into place perfectly. I was asking around if anyone knew any good vocalists," Jimmy says about the track. "One friend texted me Ginuwine’s phone number, [but] he never got back to me. The other was Dawn Richard. She was incredible in the studio - just nailed everything. In fact, she was so good it took me forever to make the song stand up to her simple, but impactful, vocal. We instantly connected and made lots of music."

Watch the video below.