Alma: The Next Generation of Mainstream Music

Image Credit: Nicky Kelvin (@NickyKelvin)Image Credit: Nicky Kelvin (@NickyKelvin)

If this is the future of pop music, then the industry is glowing, literally.

Alma’s toxic-yellow hair is just as bright as her potential to become the real-deal. The charismatic Finnish singer is moving in the same circles as the likes of Charli XCX and Raye who are burrowing their way into mainstream pop with a new, electronic sound. She refuses conventionality and holds a middle-finger up to the rotting, sickly-pop music of the past.

She refuses conventionality and holds a middle-finger up to the rotting, sickly-pop music of the past.

For many, the 21-year-old’s name is unheard of. However, this is the voice behind earworms such as ‘Chasing Highs’ and ‘Dye My Hair’. Without a doubt, Alma knows what she’s doing. Before even releasing a debut album she is packing out stages at Reading and Leeds Festival and selling out shows on her own European mini-tour. It’s not surprising that first rate DJs such as Martin Solveig, Sub Focus and Felix Jahen have roped her in to feature on the tracks ‘All Stars’, ‘Don’t You Feel It’ and ‘Bonfire’ which have, you guessed it, been a phenomenal success.

A packed XOYO in trendy Shoreditch, London played witness to this rising star late last month. Alma played for a mere 45 minutes, but what can you expect with only a handful of songs out, which left the mixed-age crowd stunned. The stage show is already impeccable – in no small part down to her twin sister, Anna, who is phenomenally charismatic with her finely-shaved, equally luminous head and euphoric energy. The two swigged from fans’ beer, cracked open a bottle of wine to hand around the front row and finished with a (not so successful) leap to crowd-surf the small venue.

Image Credit: Nicky Kelvin (@NickyKelvin)

Image Credit: Nicky Kelvin (@NickyKelvin)

The night went off with a bang. With so many universally-known hits, Alma has an arsenal of music that guarantees the crowd will get going. The 800-strong fans drowned out the Finn in the chorus of ‘Chasing Highs’ and the menacing lyrics of “I am the bonfire” bounced off the walls to close the set.

The most exciting aspect of the night, however, was just how much is still to come. Alma previewed new material in ‘Drunk Tattoos’, ‘Addicted’ and ‘Venom’ which could and, going on her track record, will be future hits. She announced that ‘Venom’ was written over two years ago which is quite remarkable given how current the track is. It shows just how long Alma has been plugging away, waiting for the electronic and pop genres to align for her breakthrough.

The most exciting aspect of the night, however, was just how much is still to come.

That time is now and Alma’s meteoric rise, which is just starting, looks unstoppable.

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