Frida Sundemo releases 'Gold' video

Swedish songstress Frida Sundemo has released the video for her new single ‘Gold’, the latest single to be taken from her highly anticipated international debut album Flashbacks & Futures out on October 6th through leading Scandinavian record label Cosmos Music.

The video premiered with Clash who featured it as their Track Of The Day and said, “The record is a superbly creative piece of pop innovation... ‘Gold’ is just wonderful, recalling everyone from Pet Shop Boys to The Knife in its sheer sonic splendour... The visuals deftly expand on this, conjuring visions of intergalactic solitude.”

The video pulls directly from the themes of Flashbacks & Futures, a record inspired by space, and features Frida playing a stranded astronaut in a desolate post-apocalyptic landscape.

Regarding the single Frida says, ‘”Gold’ is about being brave and embracing the beauty of life. It’s about having the courage to risk something that’s ”alright” for the chances of getting something you really dream about.”

About the video she continues, “For me, the video is very much about exploration. Literally and in the sense of the themes of loneliness and loss, and particularly how the environment plays a part both literally and as a metaphor. Being in that space suit for so many hours made the world a bit surreal and I almost felt like I was exploring an unknown planet.”

WATCH THE VIDEO HERE

‘Gold’ follows the release of previous highly acclaimed singles ‘Keep An Eye On Me’, ‘We Are Dreamers’ and ‘It’s OK’, all taken from Flashbacks & Futures. From the opening Pet Shop Boyish title track right through to the teary, fearful album closer ‘Astronaut’, Flashbacks & Futures is where Hans Zimmer meets Boys Noize.

Explaining the influence of space Frida says, “First of all, I love the way I feel when my mind is set on space. It’s like I enter this place beyond time where you’re free to create whatever you like. I feel that I’m allowed to think and create much bigger than I usually do.”

She continues, “Second, I’m struck by the beauty of it. You’d never need a filter to make a photo of outer space to pop. I’m also in love with all kind of sci-fi movies taking place in space. Everything from 2001: A Space Odyssey to The Martian or Interstellar.”

Elsewhere on the record the pulsating undulations of the anthemic hit-in-the-making ‘Stay Young’ and the arresting sparseness of tracks such as ‘Circles’ and ‘To The End And Back’, further develop the sound that Frida and producer Joel Humlén have been making their own over the past few years.

Frida Sundemo has created a debut of otherworldly beauty and one that is set to meet the expectations for one of the most highly anticipated albums to be coming out of Scandinavia this year.

ACCLAIM FOR FRIDA SUNDEMO

• “Icy, ornate synth pop” – Billboard
• “An uplifting antidote to a bad week” – The Fader
• “A beautiful, magnificent iceberg” – Line Of Best Fit
• “Pristine Swedish pop... as brittle as it is beautiful” – Idolator
• “Everything’s looking rosy for another Scandinavian pop princess” – Evening Standard
• “Sundemo has an exquisite voice that sounds light as air” – The Independent
• “We predict big things” – Fabulous Magazine
• “Melodic uplifting alt-pop” – Shortlist
• “Über-melodic and luxuriously-layered electro-pop” – Classic Pop