Finnish pop powerhouse ALMA releases new single and music video for “When I Die” via Casablanca Records / Universal / Warner / Virgin EMI & PME today.
Produced and written by ALMA, Justin Tranter and Mike Sabbath “When I Die” is the second installment from her highly anticipated debut album Have You Seen Her? set for release on the 5th of April 2019. It also marks the start of a period of continuous activity, which will see fans receive a new track with accompanying visual episodically into its release.
Shot in her native Finland and directed by celebrated Finish director Miikka Lommi, the video for “When I Die”depicts a gothic last supper scene and ALMA digging her own grave. “This song was born from a big conversation about when and how we leave the world is so out of our control. We spend so much time worrying about things out of our control, we’re always trying to be better, richer, more successful. We rarely appreciate the moments in front of us. Go to the party, blow your money (even if you have work tomorrow) you will survive!”says ALMA. “I wanted the video to look like our last party, what might the night look like if we knew this was it.”
“When I Die” highlights ALMA’s unique voice as a writer; honest, brave and fresh. As she says, “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 my music 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.”
ALMA – a 23-year-old with neon green hair, a magnetic punk attitude and a voice that could demolish buildings is part of a new wave of female powerhouses that have something say. Engaged and opinionated on issues from women’s rights to body positivity and sexuality ALMA is forward thinking and making a change.
Following her critically acclaimed EP “Dye My Hair” with platinum single “Chasing Highs”, smash track “Phases” FT French Montana (including an exclusive Charli XCX directed video) and her 2018 mixtape Heavy Rules; ALMA has garnered over 350 million combined Spotify plays and topped iTunes charts around the world.
ALMA’s worked extensively with her friends Charli XCX, Tove Lo, Zara Larsson, Dua Lipa, Halsey and Miley Cyrus but to name a few, both live and in the studio and garnered support the world over.
Wrapping up 2018 on the road with long term collaborator and friend MØ this year’s headline dates promise an entirely new show, new music and some very special surprises along the way.