One To Watch: Frida Sundemo

Every now and then, you get, let’s say, ‘gifted’ news of a certain band or musician. You may not get much information about them (in fact at times there can be a wilful silence on some of the pertinent facts of biographical information, creating an impenetrable inscrutability) but what will you get is a simple tease in the form of a SoundCloud link or maybe a video, possibly a couple of press shots- just enough to give form to this shadowy enigma. Then you click on the SoundCLoud or play the video and voila! You’re hooked. You need to know more. Suddenly, this mystery is both wildly frustrating and inexplicably enticing. Know what I mean?

Well, it’s happened again. Introducing Frida. We don’t know much about her, but what we do know is that this 26 year old, hailing from Sweden, was originally training to be a doctor, before she gave it up to focus on her music, which again, we’ve had the merest tease of a taster of, but which was enough to draw us into with her ethereal vocals and fractured electro-pop and know that we want to hear more. We also know that she takes a very hands-on approach: taking her own press shots, recording her own videos and, well, blogging her own blog.

So there you have it: you’re about as clued up as we are. Here, let us pass on the favour: check out her video for her first two tracks, Indigo and Snow. If, like us, you find yourself intractably drawn to this mysterious figure, she’ll be in our neck of the woods come the end of March. In the meantime, you’re best bet is to watch these pages (oh yes, we’ll be bringing you more of Frida as soon as we get it) and have a look at her website: http://www.fridasundemo.com/ But be warned, you’ll find it fairly inscrutable.