The May release of Berg’s track “What If” drew ample praise throughout dozens of publications and playlists. The Stockholm-born artist Alexandra Berglöf impressed with an entrancing vein of understated pop with a hypnotic folk-leaning flow, on this track and throughout her new album ‘Fake Love.’ Now, on September 10th, the track is supported by a captivating music video.
Lush production from Faris Badwan (The Horrors) on the track meshes warmly with Berg’s lyrics concerning the “modern experience,” — which emphasizes the prevalence of escapism today, and how “we binge on what is fake in order to escape the reality of our existence.”
BERG, Alexandra Berglöf, is a Swedish & American singer and songwriter based in London. Together with Faris Badwan, (lead singer of The Horrors), she has created an album, Fake Love. Berg’s intimate lyrics about the dark vs. light sides of life are set against Badwan’s dream-like and ethereal production. Berg’s songs explore our internal conversations, our ups and downs and the constant battles we have with ourselves. Whilst recording the album at Church Studios and Lynchmob, Berg performed at venues around London such as Ronnie Scotts, The Troubadour, as well as in front of 3000 people at the Cambridge Festival. She also produced and starred in two music videos, set in parallel worlds: a theme central to her music. Berg, (Alexandra Berglöf), was born in Stockholm to a Swedish father and American mother.
She grew up on a houseboat on the island of Djurgården and at the age of 5, Berg began intensive piano lessons under the strict supervision of a Romanian concert pianist. By 13, Berg was performing all over Stockholm. Whilst studying to join a piano conservatory, she was scouted by pop producers for her singing. But after a family tragedy, Berg temporarily left Sweden and music behind. Berg began writing again in London, the fantasy in her music became her coping mechanism. With Badwan’s help, Berg began to explore the disguises we wear and the sides we hide. Starting off as an internal dialogue, Berg’s lyrics are honest moments of reflection. Through her music, she hopes to create a world and soundscape that invites listeners to unlock and face the stories that they’ve buried. “I tend to only show my light to others. I hide my flaws, mistakes and falls, then beat myself up about it. Maybe by exposing some of those truths, I can stop others from feeling so alone in their darkness.
Links
https://www.thisisberg.com
https://www.facebook.com/isthisberg
https://www.instagram.com/berg
https://soundcloud.com/thisisberg
