Sigrid’s ‘The Hype’ Is About Living Up To Expectations

A sterling return from the Nordic pop voice...

Sigrid returns with new single ‘The Hype’.

The Norwegian pop queen returns to Oslo this weekend, scheduled to play a headline set at the multi award-winning Oya Festival. She’s heading home with new material in her locker, sharing a fresh pop statement with fans.

Out now, ‘The Hype’ finds Sigrid dealing with expectation – she’s successful now, and it’s less a matter of breaking through, as holding her position. It all comes with added pressures, of course, and the song speaks eloquently about self-doubt, imposter syndrome, and staying true to your own ambitions.

Co-produced alongside Askjell, ‘The Hype’ takes the formula perfected on her recent album ‘How To Let Go’ and pushes it into a different sphere.

Sigrid comments…

“We’ve all been there, when you wonder if you’ve lived up to the expectations. I thought about the term Hype, in love and at work, and the questions you ask yourself of did you really live up to the hype.

“So I wrote a song about it! With my artist job, I’ve sometimes felt that I’ve tried to live up to myself in a way – but a version of myself that looks like me, but cooler, more confident and touring the world. I’ve probably brought that into my private life, and all those things is what Hype is about. We’ve wrapped it in ethereal melodies and bass, synth and drum heavy production, but I love how there’s so much strength in my vocals – there’s power in being vulnerable!”

Tune in now.

Photo Credit: Petros

Join the Clash mailing list for up to the minute music, fashion and film news.