NEW MUSIC BLAG Q&A: BERG

Take Off Your (Halloweeen) Disguise and pay attention to our latest New Music Blag.

Who: Classically trained Alexandra Berglof has turned her attention to synth-pop sounds with the recent release of her second single ‘Take off Your Disguise’ and has been busy working alongside Faris Badwan (The Horrors) on her upcoming album Fake Love.

What to say: Berg creates eerie and dramatic soundscapes which blends ethereal vocals with atmospheric synths.

The Q&A:

Congratulations on the release of ‘Take Off Your Disguise’, what is the story behind the track and how does it follow on from your debut single?

A close friend could never reveal himself, or his feelings to anyone. I watched as he suffered, pretending to be someone else. It made me think about the parts of myself hidden in the shadows and how many of us wear a mask. By sharing my story and opening myself up I hope to help someone else do the same. If my first single “What if” explored regret, this single is about how to live life without regrets.

The video for your latest single was released through a kickstarter campaign. Was is it stressful worrying about whether you would hit your target?

Kickstarter and crowdfunding is such an amazing platform for independent artists! It creates this online community of supporters who are all invested in you. Although it was a big step for me to ask people to believe in the project and my music, every little bit of support fuelled me. Even now, knowing that others have invested in me helps me when I feel a bit lost in the industry.

Does financing it this way allow you more creative freedom?

I think so, although this is my first project so time will tell. The one thing it does do is throw you in the deep end. As a first-time producer I had to learn a lot very quickly. Budgeting and financing a project like this is a lot of responsibility so I could not have done it without my amazing team.

How did it feel playing to a sold out venue at St Pancras Old Church?

It was very moving for me as I had opened there in the spring and headlining was a dream only a few months ago! It was also the first time I stepped out to sing from behind the piano, usually I’m hidden, so it felt like I was like breaking this invisible barrier between me and the audience. They were so receptive to the music so it created this intimate and empowering experience in such a beautiful venue. I was so grateful.

Can you tell us anything about your upcoming album?

My album, Fake Love, is a collection of songs about moods, the ups and downs, small moments of nostalgia, hope, fear and sadness. For so long I was lost and alone in how I felt all of these emotions so strongly and my inclination was always to shut them in and bottle them up. Then I realised others around me felt the same. I hope my music will relate to many and make listeners realise they aren’t alone in their experience.

We heard that it’s produced by Faris Badwan, did he share any of his pearls of wisdom about the music industry with you?

He’s such a brilliant musician and writer so just working with him was inspiring. He gave me a lot of advice, but the main thing he said was to write honest lyrics.

If you could listen to only one album for the rest of your life what would it be?

Geez that is hard. Well the album I’ve played the most in my lifetime, is the Anastasia soundtrack. I know every word and I don’t think I could ever get bored. But otherwise probably would be Fleetwood Mac’s Rumours, it’s the kind of album that works with every single mood for me. However at the moment I cannot get enough of Tame Impala’s Lonerism. It’s been on repeat on my phone since it came out.

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