Heartbreaks and Hell

 The Stockholm based musician Alma has just released here first single “Wicked”.

For the video she teamed up with Nim Sundström and the result is an ice cold, cocky and graphical video about heartbreaks and hell. We exchanged some words with them both about the new song and what’s coming up next.

Hello Caroline! Why the name “Alma” does it mean anything special?
—Actually, my full name is Alma-Caroline. And I’ve always preferred Alma to Caroline. My aunt used to call me her sweet Almita (her sweet little soul in spanish).

What are you up to this summer, except for playing at Peace & Love?
—This summer I’ll mostly be working, I work part-time as a runner at a nightclub! And also I’m going to Barcelona for the first time with some friends! Should be epic. But this summer is bound to climax at Way Out West in August when Massive Attack are taking over the stage and I’m already high on PJ Harvey.

Tell us the story about the video!
—When I met Nim Sundström over a cup of coffee and played Wicked for her, she immediately understood what it’s about. That it’s rooted in sadness. My therapist encouraged me to find a way to express my anger and sadness after a break-up – the song is a result of that. Wicked, vengeful thoughts becoming a sort of self-preservation and a motivator to get back up on my feet, symbolically fashioned in a spiral staircase. This is my first video in which i participate myself. I contacted Nim after seeing her short films. She has an incredibly beautiful aesthetic with heart to it, a vivid tension to the flawless. Luckily she liked Wicked and wanted to work together with me. All cred and my deepest thanks to her and our producer Jacob for the amazing job they’ve done and the great understanding they’ve showed me and my song.

How did music come into your life?
—Music was always present, though I come from a non-musical family. Actually, I take that back, my dad’s an excellent singer when driving. Something about the sounds of the engines getting him on. My mom wanted me to be able to sing at our family gatherings when I was little. Grandma had a thing for rewriting lyrics to traditional Swedish songs and performing them, preferably with schnapps in hand.

— I began singing at the local music school and fell in love with music as an expression. I woke my parents up singing in my sleep and could not get enough of the realness in Edith Piaf’s voice. I’ve always been shy, but on stage and in my notebooks I can be ruthless and take up all the space I want and need. Things unsaid must be expressed sooner or later, at least that’s what keeps me sane.

What’s up next?
Something huge.

Latest note:
“With a lot of eye makeup everyone gets the smize”

Latest text sent:
Okej, good.

Latest photo on your phone:


Hi Nim! When Caroline contacted you, what crossed your mind?
—Well the first thought was of course that I was honoured and happy that she appreciates what I do and that she contacted me. When I was walking to meet her for the first time at Snickarbacken Café I was a little bit nervous though. Since this was her first single I had now idea what to expect. She made me listen to it right away, in front of her. In my head I just went “please be good, please be good”. But I was so impressed. The song is very refined and extremely catchy, even now after having listened to it about 100 times.

How did you find inspiration to the video? Did you together discuss ideas or did you have a more clear vision already from the start?
—I knew I wanted to reflect what she sings about but not do he typical “sad girl” break-up video. Still I liked the idea of playing with clichés by for example cover her in tattoo-photos of the ex instead of her looking at them. I wanted to focus on the stages you go through after you break-up with someone. The sadness, anger and then rising above it, accepting it and moving on. That’s why I kept it simple, just showing how her relationship to the image of him changes throughout the video.

What are you up to next?
—First I’m going to direct a commercial for CLIQUE and then I’m hoping to have time to keep working on my own projekt called Tools. It’s about the female body and all the different way it’s oppressed. In August I’ll be starting my internship at Chimney production with Oscar Larsson.

What’s your dream project?
—Right now I would love to get the opportunity to do a film abroad. My boyfriend who is a Producer did a commercial for Matprat last year that I’m so jealous of. They got to travel all around the world filming streetfood. Travel, food and an excuse to interact with strangers.

Latest note in your phone:
—An observation about two typical cougar women talking up a 20 year old Australian surfer that me and my boyfriend sat across here in Rome at a cafe. It was the perfect example how people sometimes play right into their stereotypes.

Latest text message:
—A link to the most amazing tacky hotel that we’re gonna stay at in Sardinia. “Hotel Royale” (written in big blue neon letters)

Latest photo on your phone:
—A photo of a Japanese actress called Yamaguschi Yoshiko from an exhibition at Museo Ara Pacis. On the photo she looks exactly like me. And if you google her she looks just like my mother.


You can see the video here and listen to the song here. To see more from Nim visit her portfolio.