Directed by Youth Hymns (Wolf Alice, Slaves, Ladyhawke, Lusts & Vant) the new video for Dye My Hair is a concoction of pink and green hues, powerful visuals and electrifying choreographies. Watch it here
ALMA is a twenty-year old newcomer from Finland with neon green hair. The collection of irresistibly bold tracks on her recent EP of ‘Dye My Hair’ present an artist with the rare ability to speak from the heart and connect with her fans. With her powerful vocals there’s an edge to ALMA that distinguishes her from the herd and singles her out as a talent to watch.
In a way, ALMA is building on the legacy of other Nordic luminaries such as Robyn, Zara Larsson and Lykki Li. “Knock” is a seductive synth tune that presents a bold, emerging artist. In a world of faceless pop stars, it helps that she has a personality that won’t be tamed, and has some of the edge that made the likes of Beth Ditto and Peaches such icons.
‘Karma’ – a beautiful ode to vengeance – can boast over 15 million streams on Spotify. She’s been selected as a ‘New Name’ to watch by Annie Mac on BBC Radio 1, received MistaJam’s ‘Jam Hot’ record on BBC 1 XTRA, and championed by Apple Music Nordics as their ’New Artist of the Month’. ‘Dye My Hair’ track had already 2.1 million streams on Spotify and it keeps growing! As if to confirm her rise, she’s already been selected to perform at 2017’s SXSW Festival.
As a whole, the ‘Dye My Hair’ EP presents a bold, powerful artist who is ready to stake her claim. Yet it’s the record’s final track – an acoustic version of ‘Dye My Hair’ – that truly shows her skill. Heard in raw form, the track is even more cutting. It presents an artist with a natural, poetic talent; it proves ALMA is an artist that can get to the root of people’s hearts, as well as get them oscillating out onto the dance floor.
Alma supported recently MØ in Helsinki and she will be playing her first London show next week. You can catch Alma live next Tue 15th Nov at the Hoxton Bar & Grill.