Taken from this week’s Future Pop mailer. Click here to subscribe.

The problem with all the new cool pop girls pinning their hopes on topping the Hype Machine chart is that people who actually like this kind of music, and whose support could accelerate their success, don’t even know they exist. It took me two years to discover California’s Zella Day, a female singer in the quirky indie-pop genre, who would appeal to fans of Ryn Weaver and Lorde (such as me, and probably you). She’s perhaps best known for her previous single Sweet Ophelia, but her new EP (released by an indie blog label) is consistently good, and Hypnotic, an iTunes Free Single of the Week, is her strongest and poppiest work yet. In contrast to Lorde, 19-year-old Zella does look more like a typical pop star, so it will be interesting to see whether her conventional prettiness goes for or against her.