Olivia Louise, aka Juicy Fruit, is here with an important message: ladies deserve loving too. For too long, men have been given a free pass when it comes to the sins of the flesh and, for whatever reason, it was seen as a weakness to pleasure your woman. Anyway, that changes now. On her new single, with a spicy video too boot, Olivia draws a line in the sand for women everywhere: men, your selfish lovemaking stops now. What's more, women are well within their rights to insist you start pulling your weight in the bedroom.

Olivia told TRENCH: "'Down South' is—without beating around the bush—about oral sex. Cunnilingus deserves its cultural moment after being slandered over the years by the likes of Dizzee Rascal 'not liking the smell' and Micheal Douglas famously announcing that giving his wife oral sex was the cause of his mouth cancer. Our culture seems so obsessed with the gratification of the penises of straight men, it's time we got to a place where women's sexual pleasure is seen as equally important and not so 'extreme' as to be seen as vulgar in comparison to men's sexual pleasure. I wrote 'Down South' to support women with confidence in their sexually; to release the shame and stigma, and to remind them that women deserve good head too."

Say no more! Watch the video above.