Taken from this week’s Future Pop mailer. Click here to subscribe.
I’m heading to Sweden’s Where’s The Music festival next month, and it’s a great opportunity to discover some new Scandi talent that hasn’t reached our international ears quite yet. One artist who’s on my “must see” list is Venior, aka 21-year-old Emelie Sederholm. She’s a talented Finnish singer who released a sweet piano ballad Breathe Deep, Fall Slowly under her own name as a teenager, but you’d never guess that Venior was the same artist. Her voice, and especially the soaring pop chorus of Sugar Rush, remind me of Zara Larsson, but she has more of an edgy electro sound and quirky image. The song takes a while to get going but shows great potential combined with the video, suggesting she could be a fun new Scandipopstar. Sugar Rush is her current single, and has been a small hit in Finland so far, with growing support from radio and over half a million plays on Spotify. She is now based in Stockholm and London, but signed to Sony Music Finland.