Future Hit: Sigrid Soars On “Don’t Kill My Vibe”
Sigrid is shaping up to be one of the breakout stars of 2017. The Norwegian singer’s debut single, “Don’t Kill My Vibe,” has already racked up 10 million streams and she transfixed audiences at SXSW. The appeal is obvious. While most Scandipop artists enchant with their soft vocals and icy synths, the 20-year-old goes for blood — both lyrically and vocally. Take her current hit. Sigrid calls out her controlling ex (“you shut me down, you like the control”), before declaring her independence on the bold, soaring chorus.
The video arrives today (March 31) and it’s an arty affair. Directed by French duo J.A.C.K. (Christine And The Queen’s “Saint Claude” and Madonna’s “Living For Love”), the clip finds Sigrid performing the song on a makeshift stage by the beach. Only she keeps falling into the wall behind her, that is when arms aren’t protruding from it. The overall effect is suitably offbeat and does a good job at capturing the energy of her live performances. Watch the rising star in action up top.