Photo: Beatrice Lundborg
Swedish pop up-start Beatrice Eli landed her debut album “Die Another Day” in the second half of last year. Truth is, I’d actually been craving for its release for some time, as I felt I could look to the provocative pop innovator to provide some of the much needed spark of cutting edge diversity in the pop arena that wasn’t so clearly exhibited overall within the music scene of last year.
Boy did Beatrice deliver on this, on “Die Another Day”. The album came literally gleaming with sharp lines of ballsy alt-pop lined-up one after another. The result of 3 years work, it was wholly evident that Beatrice had undergone a journey of self-discovery in every sense of the words to bring this gritty and honest body of work into being.
For verification of its potently engaging cuts of jagged pop, we look to the singles “Violent Silence”, “Girls” and “Moment Of Clarity” in affirmation of “Die Another Day’s” invigoratingly confessional outlook. Now added to this intensely dynamic line-up of releases is the title track itself “Die Another Day”.
As disclosed by Beatrice herself via her social media outlets “It took me 3 years to finish my album and during those 3 years I went thru a lot of changes. In the summer of 2014 my album was finally finished. It felt like the end of a long chapter and the start of something new. Something better. So like you do when something ends I cut my hair and got a new tattoo. And decided that everything was gonna be okay.”
Truth comes through those very words from Beatrice in the form of the visual for the title track and affirming anthem “Die Another Day”. As we witness a visibly self-assured Beatrice hanging out with her friends, getting her do did, and finishing up by getting inked up in body art during an un-conventional pampering session.