Stockholm-born songwriter and producer Noomi shares her debut single 'Ride', accompanied by the official video directed by Daniel Skoglund. The track is available to download and stream via all available platforms on March 26.
On ‘Ride’ Noomi’s soulful vocals emotively overlay the rolling trip-hop beats, creating a distinctive sound of her own. Taking many songs, failures and setbacks along the journey towards crafting the track, it was written during a period when she had more or less turned her back on music. "Having reached so many creative dead ends, I really felt stuck, but ironically I think it came about when I stopped trying so hard. Writing it was kind of a cathartic experience for me, as everything that came after that felt very different," she states. On a voyage of self-discovery, 'Ride' is taken from the perspective that she is about to embark on a new chapter in her life. "It takes place in the thrill and terror of standing on the brink of a steep precipice looking down, trying to decide if you are going to take the leap or not."
The video for 'Ride' takes place in the void between the thought of what feels like a surreal but nonetheless long-awaited future; where fears, dreams, expectations and realisations are all in a whirlpool of emotions. "We tried to capture the feeling of standing from the outside looking in, where you'll eventually learn that how you act and what you really yearn for is not in tune with one another, and how that realization is the only way to finally be true to your desires" she adds. Watch the video below.
Noomi - the moniker of 26-year-old Amanda Börjeson - was raised in a musical family and trained as a classical and folk violinist and vocalist. Discovering pop music for the first time in her late teenage years, she discovered a whole new world of music as she fell in love with the UK underground scene with Massive Attack, Four Tet and Radiohead completely opening her eyes. Stepping out of her comfort zone, she started expressing her true self by creating music of her own, discovering a unique sense of writing melodies and words that really stuck, and later signing a songwriting deal with Universal Music Publishing. The artist is now emerging with her very own music in 2021, as one to look out for in the European pop space.
