Sóley-Grow

Icelandic artist Sóley celebrates the upcoming release of her third album, Endless Summer, by giving us the video for lead single Grow.  The video was directed by Samantha Shay in addition to being shot in Reykjavik during record snowfall which gives you an almost haunting feeling.

Shay has this to say about the video, ‘On the day of our shoot, a record snowfall hit Reykjavik, and we thought, how could we possibly make a video for an album called Endless Summer, but I realised through this process that Sóley is the Endless Summer, conjuring her incandescence. So there she is, in the middle of the snow all on her own, dreaming of the warmth she creates to surround her. This ability to be present with what is in front of us, instead of what we wish could be, is to me, the journey of the song, and Sóley’s journey that I tried to capture in Grow on the day of our shoot, a record snowfall hit Reykjavik, and we thought, how could we possibly make a video for an album called “Endless Summer”, but I realised through this process that Sóley is the Endless Summer, conjuring her incandescence. So there she is, in the middle of the snow all on her own, dreaming of the warmth she creates to surround her. This ability to be present with what is in front of us, instead of what we wish could be, is to me, the journey of the song, and Sóley’s journey that I tried to capture in Grow.’

Endless Summer will be out on 19th May via Morr Music and you can watch the video for Grow here.

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