Hip Hop’s freshest sensation Flo Rida releases his brand new single, ‘In The Ayer’ on September 8th through Atlantic Records. Produced by wil.i.am, it follows the success of his previous hits, ‘Elevator’ and the phenomenal US no.1 and UK no.2 smash, ‘Low’.

All tracks feature on his UK silver-certified debut album Mail On Sunday , currently residing in the Top 75 – a staggering seventeen weeks after release.

2008 has seen Flo Rida gatecrash the charts on both sides of the Atlantic and rack up more accolades than most artists see in their entire career. His debut single ‘Low’ is the UK’s 7th biggest selling single of this year, with total digital sales of 4.5 million worldwide.

It has also sold more than 100, 000 ringtones, whilst the Top 20 ‘Elevator’ is still one of this summer’s hottest dance-floor fillers. Already playlisted at Choice FM and 1Xtra and recently added to Radio 1’s C-List, ‘In The Ayer’ shows all the signs of continuing Flo Rida’s love affair with radio.

The road to success has not always been an easy one for Flo Rida - the youngest boy amongst seven girls, the 28-year-old Carol City, FL native was born Tramar Dillard. Although his parents split when he was young, Flo’s father, a multi-talented musician, encouraged and inspired his son to express himself through music.

Several of his sisters also formed a local gospel group, but tragedy struck when one of his sisters died from complications from bronchitis. “When my sister passed away, I woke up and realised what I had to do,” he says.

By ninth grade, he had began rapping with a group called the Groundhoggz and found local success in the late ’90s, selling mix tapes and opening shows for more established acts.

But one day, Flo Rida received an offer he could not turn down. Aged 18, he embarked on a nationwide tour as the hype man for Fresh Kid Ice of 2 Live Crew. Whilst gaining significant exposure across the country, he caught the attention of DeVante Swing, formerly of the famed R&B group Jodeci. “I got the chance to pass my demo to DeVante,” says Flo Rida. “He heard it and wanted to fly me out to Los Angeles that day. I ended up flying out the next day, and stayed in L.A. for three years.

But even under DeVante’s wing, Flo Rida struggled to make his mark in Los Angeles. “I was literally on the streets, at times promoting myself by myself,” he says. In early 2006, hesitant to leave L.A until he had successfully landed a record deal, he returned to Miami.

Continuing his grind, working hard to self promote and with the help of CEO of Poe Entertainment’s E-Class, he signed first to Poe Entertainment and then to Atlantic Records. “That was the greatest moment of my life,” Flo Rida recalls. “I had been working so hard for so long. I had jobs in construction, I worked in warehouses, and I’m talking about some of the bummiest jobs. But those were all the sacrifices I made by putting my money towards my music, and it finally paid off.

If Flo’s success so far is anything to go by, the hard work just keeps on paying off…