Noonie Bao’s “Reminds Me” Video Is A Trippy Desert Adventure

The Drop: Noonie Bao, HONNE & Izzy Bizu
Your cheat sheet for New Music Friday featuring Noonie Bao & Izzy Bizu.

After writing hits for Avicii and Charli XCX, and lending her voice to a batch of killer club collaborations, Sweden’s Noonie Bao is moving ahead with her sophomore LP. And she gets it very right on “Reminds Me” — a fever dream of a pop song, which lands somewhere between Kate Bush and Robyn. Like most Scandipop, it’s crisp and icy, but there’s a mournful, ethereal quality to the song that sets it apart.

The searingly original video arrived today and it plays like a desert road trip on LSD. Directed by Sebastian Mlynarski, the ambitious clip finds Noonie losing her mind in a dusty, neon-flecked landscape. The styling, photography and special effects are immaculate. More importantly, the visual is perfectly aligned to the song — elevating it to a whole new level. Watch in awe up top.

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