Meet the 21-year-old Nordic popstar who’s taking the UK charts by storm.
With her punk-ish appearance and carefree demeanour, 21-year-old ALMA is fast becoming a fluorescent musical phenomenon.
To say it’s been a whirlwind year for the singer is something of an understatement. Joining forces with French Montana on fresh cut “Phases”, the release comes mere weeks after viral smash “Chasing Highs” dropped out of the UK Top 40 following 10 weeks holding its own. 58 million Spotify streams and a host of back-to-back festival appearances later, ALMA has racked up enough air miles to afford herself a well-overdue holiday.
Staring out at a rain-drenched Brighton seafront, a wall of dark, ominous cloud looms overhead. The British summertime has pulled out all the stops. Sheltering under a beachside arch, ALMA huddles beneath a black, oversized hoodie. “I am a bit sick,” she warns from behind her neon tresses, “but don’t worry, I still have energy and everything.” She’s a seemingly unstoppable force. And with her no-bullshit attitude leading the way, ALMA is on a one-woman mission to redefine the pop parameters.
“I’m not from a musical background, so I don’t know a lot about music,” she notes humbly. Whether out of modesty or honesty, the fact the songstress is joined on-stage by her twin sister and hype woman Anna-Livia (complete with matching neon locks) implies it’s more than just a love of DayGlo that runs in the family.
“‘Chasing Highs” was the first song I wrote,” she notes. “When I went into the studio and the producers were there, I was like, ‘I’m not sure this if is the right sound for me.’” It was a fleeting moment of self-doubt for this seemingly self-assured artist. A stark reminder that, despite her seasoned demeanor, she’s a creative whose career is still in its relative infancy.
“Then I started to listen to UK house and artists like Disclosure,” she notes exuberantly. “It was then that I had a good idea I wanted to make pop music that had soul. I found myself as an artist and understood the kind of sound that I wanted to make. I’m a big fan of soul music, Amy Winehouse and artists like that, but I understand that’s not the way I want to make things sound production-wise.”
“I think it’s important to help people who are being creative and experimenting… It’s not a responsibility, it’s just fucking nice.”
So, what’s next for an artist who’s caught the eyes (and ears) of every major media outlet from BBC Radio 1 to British Vogue? Adding none other than Charlie XCX and pop pioneer Sir Elton John to her celebrity-clad fan base, naturally.
“It was a massive moment for me and a massive moment for Finland,” she nods, recounting the moment the musical icon played “Karma” on his Beats 1 radio show. “I want to meet him and say thank you. It was the biggest news for the whole week in our country; it doesn’t happen to Finnish people!”
Yet, Sir Elton is not alone in acknowledging ALMA’s talents. “In a perfect world?” she laughs, “SIA would be great to work with. But I’ve already got some connections going on there. She’s already sent me a couple of tracks that she wants me to listen to. I just want to get into the studio with her!”
A combination of label affiliation and raw talent has afforded her the luxury of collaborating with a growing list of industry heavyweights. The role these international artists play is key, particularly when it comes to assisting the next generation of musical talent. “Helping new artists is very important – particularly if they are experimental in their sound. If you’re signed to a major label and you’re producing pop music then you’re fine, but I think it’s important to help people who are being creative and experimenting. It’s not a responsibility, it’s just fucking nice.”
First showcasing her musical credentials on Idol – the Finnish version of Pop Idol – back in 2013, this highlighter haired powerhouse has avoided becoming yet another cog in a fickle pop machine. Her homeland is now commanding the attention of the wider musical world for what feels like the first time since Lordi (who could forget those hard rock halleluljia-ing Euro gods?!) and ALMA has gone from local flagbearer to chart conquering vocalist in what feels like a matter of seconds.
“I was fifteen when I went on [Idol]. I wouldn’t say it was a shit experiment, it was actually kind of important. I learnt what I needed to do and what people expect of you in this business,” she remarks thoughtfully. “It’s not just a kid’s dream. It’s hard work. I feel I grew as a person after it, but I’m very happy I’m not associated with Idol so much anymore. I’m ALMA, I’ve got my own identity.”
Unafraid to say it how it is, ALMA is a refreshing dose of realness in the midst of a perfection-obsessed pop machine.
