Video: BERG – “What If”


The May release of Berg’s track “What If” drew ample praise throughout dozens of publications and playlists, including this one. The Stockholm-born artist Alexandra Berglöf impressed with an entrancing vein of understated pop with a hypnotic folk-leaning flow, on this track and throughout her new album Fake Love. Now, with this week’s release, the track is supported by a captivating music video, directed by Connor Carver-Carter.

Lush production from Faris Badwan (The Horrors) on the track meshes warmly with Berg’s lyrics concerning the “modern experience,” — which emphasizes the prevalence of escapism today, and how “we binge on what is fake in order to escape the reality of our existence.” The video illustrates this beautifully, showing the imagining of a movie-like escapade during life’s typical moments.

Mike Mineo

I'm the founder/editor of Obscure Sound, which was formed in 2006. Previously, I wrote for PopMatters and Stylus Magazine.

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