O2W: Frida Sundemo

Having emerged from a corner of the world responsible for acts such as The Knife and Abba (well, one of the members from Abba anyway), Frida Sundemo’s cultural heritage is one beautifully illustrated by the ethereal glow from her hometown of Gothenburg. The rising star has garnered a hugely positive response from two of her synth-laden ballads – ‘Snow’, and the title track of her debut E.P ‘indigo’ – attracting a flock of further listeners hoping to take a further look into her music.

Lyrically, Frida spins tales of isolation and secluded beauty, projecting images of the northern lights over a mountainous countryside. When we meet with her to chat, the bright-lights of pop-stardom couldn’t be further away from the reality of her humble temperament and sincere attitude towards music, as well as her musical peers. “Music has always been a very natural part of my life, I started playing piano when I was young, my little brother introduced me to a lot of things” Frida scrunches up with nostalgia while she thinks back to her early childhood. She seems to personify her lyrical output, someone with an inner-city, “urban jungle” upbringing would be unlikely to pen lyrics like “home, soil under our naked feet, home, where all the broken flowers grow, that is home”.

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With new material on the horizon, we ask Frida about goals she sets herself in music: “I think the most important goal to me is to keep having fun, just creating and playing music, that’s what’s most important to me”. A sincere un-interest in competitiveness and glory are endearing traits to see in an artist who has the potential of the pop world at her feet – each time achievements and goals come up in conversation she seems to shy away from the thought.

Most genres seem to compete in a sprint race of sorts, whether it’s in the charts, popularity levels or who has the biggest golden eagle on their necklace. Frida seems to take inspiration, rather than a challenge, from her musical peers and their achievements: “No, not yet at least, I tend to get very inspired by music that I like – I don’t ever feel like I’d want to do better than them”. Considering the recent Scandinavian invasion lead by artists such as MØ, Elliphant, Margaret Berger and of course Frida, absorbing influences and surrounding artists may just see her expanding to a level of success which we’re sure she would be too modest to ponder.

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So, with this year already sliding away from beneath us, what is left on Frida’s 2013 to-do list? “Finishing my album, and making sure I’m happy with it! Also a lot of touring, I’d love to be able to tour more of England, as well as travel to the U.S and play over there, pretty much everywhere!” For a young female artist riding a wave of popularity of her own creation, it’s refreshing to see a humble yet determined outlook on what could easily be a vehicle for vanity and fame. We’re sure that when future material is released and international tours are booked, she’ll feel as though it’s only the beginning of what she can achieve.

Words: Charlie George Wood
Photography: Vic Lentaigne and Darren Skene
Styling: Heather Falconer
Makeup: Anna Inglis Hall
Hair: Regina Meessen