Shot in her native Finland and directed by celebrated Finish director Miikka Lommi, the video depicts a raucous few days in the life of Alma and her friends sharing the excitement and banality of everyday life as a post-adolescent in the 21st century.
“I wanted the video to look like a homemade movie.” Says ALMA, “Everything you see is real. Finland and Finnish culture is front and centre. The cast is all my friends. We were shooting for 3 days and those days were some of the best of my career so far. I think I speak for everyone when I say It didn’t feel like we were working at all. More like shooting a fun documentary of our lives.”
Cowboy is the firstsingle to be written by ALMA between Helsinki and LA alongside heavyweights Justin Tranter (Gwen Stefani, Justin Bieber), Sarah Hudson (Nicki Minaj, Ariana Grande, Halsey) and BloodPop (HAIM, Grimes) who also produced the track, and reveals ALMA’s unique voice as a writer; honest, brave and fresh.
It is her most personal song to date. As ALMA describes: “I’ve spent a lot of my life being told who to be, what to say or how to behave by the world. There’s constant pressure on us all to fit in and ‘Cowboy’ is about exactly the opposite. I want my fans to feel like they can be whoever, say whatever and look however when they listen to my music. Here you are accepted no matter what.”
Cowboy is about being bold.
“I’m a motherfuckin’ cowboy”
Cowboy is about being unapologetically who you are.
“Remember my name, Remember my name, and where I came from”
Cowboy is about being raw and free.
“I’m never going back to that”
Following her critically acclaimed EP “Dye My Hair”withplatinum single “Chasing Highs”, smash track “Phases” FT French Montana (including an exclusive Charli XCX directed video) and her 2018 mixtape “Heavy Rules”;ALMAhas garnered over 350 million combined Spotify plays and topped iTunes charts around the world.
“I am an ambitious person,” she admits. “But I want to live in the moment, I’m not thinking about tomorrow, about big arena concerts, or flash awards. I want to keep writing, performing and working with people I like and see where it takes me.”
Despite her openness to whatever the future may bring, ALMA’s sense of self is steadfast. She recognises that today’s pop stars “are like gods” to their young fans. “They need to understand they’re powerful people who really can change things,” she says. “I just want to be here and be real. Cowboy is the first real piece of me I wanted to give away. There’s lots more to come. I don’t want to bullshit anyone or write empty pop bangers.”