Stream/download here: https://lnk.to/chasinghighs
Alma’s extraordinary soulful voice and sharply observed lyrics hit somewhere between Sia and Amy Winehouse. Perhaps understandably the world wants to know where and the how the 21-year-old Finnish powerhouse (currently working with MNEK, Rudimental, Charlie XCX, Sub Focus and 2 Inch Punch) began her career in music. “I don’t think I ever really started,” Alma recalls:
“It’s just when I was little, I understood that singing made me feel things. It made me feel safe, it made me feel good, it made me feel better. It’s how I’ve survived everything, cliché as that sounds.”
Alma needn’t worry about clichés: with her long, electric-neon hair, baggy punk attire and ‘zeros fucks’ magnetic attitude she is everything but the stereotypical pop princess.
“She looks like a cybergoth reimagining of a young Adele and sounds like Beth Ditto had she been raised on tropical house…”
…The Observer wrote recently – they hit the nail on the head.
Germany’s Sony/ATV Music Publishing heard the demos and immediately signed her. But “Finns are naturally pessimistic” Alma explains, so she didn’t let herself get too hopeful. She also wasn’t sure if she was going to be a songwriter or a performer. “But in time, I started to understand that people were really digging my voice and my words together.” She signed with Universal, but still didn’t believe she could break outside of Northern Europe until “my managers and I showed my songs to the Universal UK team and to Republic (now her US label) in New York, and they were like, ‘Fuck yeah!’” Alma’s debut EP, 2016’s Dye My Hair, makes it pretty obvious why, with three euphoric and intricate productions (and one acoustic version) bolstered by her phenomenal voice.