SOURCE – When you first began writing this mini-album Fyr, what were the initial inspirations or themes that guided your creative direction, and how did those evolve throughout the writing process?
Emma Linnéa Näslund (Vocals) – At first, we were dabbling with the concept of time, envisioning a clock binding the tunes together. It didn’t happen, but the concept of time stayed with me while working on the lyrics.
SOURCE – Looking back at your latest album, how would you say your sound has matured or evolved compared to your previous releases, both musically and thematically?
Emma Linnéa Näslund (Vocals) – Well, hopefully you evolve as a human over time. For us, this process was a bit strange. Being stripped of one person in the band obviously changed a lot for those of us remaining.
But this release is also less slick and more raw than our previous releases, and I like that. We worked with loads of new people for this release: a new video/photo guy, a new artist for the cover and first single, and a new mixing and mastering engineer, so things were bound to be a bit different. We were very pleased with everyone involved in this process.
SOURCE – Do you feel that streaming has changed the lifecycle of an album, particularly in terms of how long it remains relevant after its release?
Emma Linnéa Näslund (Vocals) – I think it depends on how you listen to music. Sometimes, you might be someone who gets hooked on a song and plays it over and over, and other times you’d like to sit down and blast through an entire album. I think streaming might make people more prone to pick and choose songs as they please, but luckily, people still buy vinyls and albums, and I think those listeners are more open to the album as a complete concept.
I don’t think streaming undermines the relevance of music—a good tune will always stay relevant.
SOURCE – What do you believe is the role of a music video in promoting a release in today’s streaming-first music landscape?
Emma Linnéa Näslund (Vocals) – I’m not really sure. But at times, I think people may have a short attention span, being constantly fed content via social media 24/7, with clickbait and what have you. I think people are more used to reacting to a photo or a video clip than to just an audio clip.
So hopefully, you have a solid video, a kickass trailer, and a short teaser that will spark people’s interest in watching the whole video—thus hearing the song as well.
Personally, I miss music videos being broadcast on TV.
SOURCE – Could you walk us through the making of the new video clip Ten of Twelve?
Emma Linnéa Näslund (Vocals) – Well, first, we had to walk out into the woods to find the abandoned house, where Jimmy’s main shots are. Then, we had to enter the black box that is Jimmy’s mind, where the concept of the bird is dancing. And then, I guess, you just keep on walking, visiting either scene at will.
We worked with Mats Ek on this video, and he also took our latest promotional photos. Man, what a pro! He’s an absolute treasure to work with and was very easygoing.
SOURCE – What lessons have you learned from previous promotional campaigns that significantly influenced your approach to your latest release?
Emma Linnéa Näslund (Vocals) – You should collect content. It’s always good to have some extras, and it’s oh so easy to forget!
SOURCE – Have any of your older songs taken on new relevance or meaning following the release of your latest album?
Emma Linnéa Näslund (Vocals) – Since I sing about sleep being elastic, I’ve suddenly started referencing back to Bergatroll from our first EP, where I sang about time being elastic. I like the lyrics for that tune, and it also happens to be Erik’s favorite GAUPA song.
SOURCE – Finally, what do you hope listeners will experience or take away from the production quality and overall soundscape of this mini-album?
Emma Linnéa Näslund (Vocals) – I want people to dance. And hopefully, some people will be intrigued by this, and it might make someone happy. Maybe it’ll spark someone else’s creativity? The world always needs more love, art, and music.
Photo Credit: Mats Ek
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