Taken from this week’s Future Pop mailer. Click here to subscribe.
I loved Alma’s single Dye My Hair from first listen, but I was confused as to why it was getting a push in the UK, when so many Scandi artists with bigger followings and more local success don’t. It all made much more sense when I saw her live at this month’s Eurosonic Festival in the Netherlands. Playing at one of Groningen’s best venues, the Grand Theatre, the 21-year-old Finnish singer was a bright ball of energy that brought the crowd to life. She performed with a band that included her twin sister, who has matching neon yellow hair. At a festival for new artists, it can be hard to get the audience dancing, but Alma had a recognisable hit on her side (her collaboration with Felix Jaehn, Bonfire), as well as a set full of catchy dance-pop tunes. Along with Venior, LCMDF and Saara Aalto, Alma is showing that the Finns can have fun.