“I wanted the video to look like our last party”
ALMA has shared the video for her latest single ‘When I Die’. See it first on NME below.
The rising Finnish star, who has previously collaborated with the likes of Charli XCX, MØ, Halsey, Dua Lipa, Zara Larson and Tove Lo, has also announced that her debut album ‘Have You Seen Her’ will be released on April 5. The album is launched with the dramatic and apocalyptic new video for ‘When I Die’. Directed by Miikka Lommi, the video paints the scene of a gothic last supper with ALMA digging her own grave.
“This song was born from a big conversation about when and how we leave the world is so out of our control,” ALMA told NME. “We spend so much time worrying about things out of our control, we’re always trying to be better, richer, more successful. We rarely appreciate the moments in front of us. Go to the party, blow your money (even if you have work tomorrow) you will survive!
“I wanted the video to look like our last party, what might the night look like if we knew this was it.”
As for the inspiration behind the track, ALMA added: “I’ve spent a lot of my life being told who to be, what to say or how to behave by the world. There’s constant pressure on us all to fit in and my music is about exactly the opposite.
“I want my fans to feel like they can be whoever, say whatever and look however when they listen to my music. Here you are accepted no matter what.”
Speaking to NME last year about what to expect from her debut, ALMA said: “It’s definitely a big step for me. People are going to react and like ‘what is she doing now?’ It’s something different that I’ve never done and it’s the first time that I’ve been 100% behind what I want to do and be true to myself.
“As an artist, that can take time. Some don’t find it until their third album. I’m really happy that on my first album I’m like ‘oh fuck, this is it’. It’s a risky move for me, but everybody around me is supportive. I’m quite nervous.”
ALMA’s upcoming UK and European tour dates are below:
MARCH
29 – The Academy, Dublin
31 – SWG3, Glasgow
APRIL
1 – Academy 2, Manchester
2 – The Haunt, Brighton
3 – Electric Ballroom, London
5 – Burgerhaus Stollwerk, Cologne
6 – Melkweg Oude Zaal, Amsterdam
7 – Rotonde, Brussels
8 – La Maroquinerie, Paris
10 – Plaza, Zurich
11 – Zoom, Frankfurt
12 – Festaal Kreuzberg, Berlin
15 – Niebo, Warsaw
17 – Club Hollywood, Tallin
18 – Black Box, Helsinki
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