#21 Emerging Artists chart
#3,703 Ultimate 100 Artists chart
When we first experienced 20-year-old Norwegian singer Sigrid live, at South by Southwest in Austin last March, our first question was…“Where does she store THAT VOICE!?” Sigrid’s empowering pop anthems grab you right out of the gate, her deep-rooted voice and wide range demanding attention.
Raised in a musical environment and encouraged by her musician brother, Sigrid wrote her first song, Sun, at age 16 and realized this was a path she wanted to explore. She continued to write and quickly took to performing live, proving her mettle in front of music festival crowds across Europe.
The single Don’t Kill My Vibe, released just over 4 months ago, is building in her home country, the UK, and Australia while gaining traction at Top 40 and Hot AC radio in the United States. It becomes clear that this isn’t your average pop confection as listeners become familiar with lyrics such as:
You shut me down, you like the control
You speak to me like I’m a child
Try to hold it down, I know the answer
No, I can’t shake it off and you feel threatened by me
In fact, the song was inspired by a dreadful writing session and we can’t help but love how the young songwriter channeled that energy. This feeling of a strong foundation is even more poignantly conveyed by acoustic versions of Don’t Kill My Vibe and Dynamite. This is real, heartfelt material that solidly stands on its own.
The team at Island Records in the UK felt all this, especially after Sigrid dropped jaws with a simple performance right there in their offices. A sincere and active courtship led to an agreement that put the wheels in motion last year. Positive, earnest coverage from NPR, The Guardian, BBC, Billboard, Newsweek, The Fader, and NME founded a chorus of praise indicative of what this burgeoning artist has already achieved and the potential that lies ahead.
Just before her debut Don’t Kill My Vibe 4-song EP was released at the beginning of May, Sigrid received a weighty endorsement when Lorde added the single to a shared playlist for her fans and followers. In May Sigrid was selected by Zane Lowe as an Apple Music “Up Next” artist, she performed on The Late Late Show with James Corden at the end of that month, and was also highlighted as part of the influential Vevo dscvr program.
After those initial performances, early gigs in Norway and Austria led to showcases in Brooklyn and Austin (for the aforementioned SxSw) along with headline dates in the UK. Sigrid recently played at Mercury Lounge in New York and appeared at the massive Glastonbury festival at the end of June. Future plans include shows in London, Manchester, Amsterdam, and Brussels along with the Life Is Beautiful festival in Las Vegas in September and stops in Dallas and San Diego in October. Surely this will be just the start of what we’ll see from Sigrid on the live front.
Making Sigrid an early pick is an easy choice, by both the head and the heart: the data is building and the music is as real as it gets. It won’t be long before heads are bobbing and hearts are throbbing as fans discover what we early adopters already know.
Don’t Kill My Vibe
• Is starting to rack up the playlist adds at Top 40 radio and is also building at Hot AC, where it could soon crack the chart
– ~2,100 spins to date have already lead to ~3.2 million in audience
– Early support from Radio Disney and stations in markets including Chicago, San Francisco, Riverside, Kansas City, Indianapolis, Nashville, Norfolk, and West Palm
• Has ~640k YouTube plays in the U.S. out of ~3.24 million globally
• Has over 17.6 million Spotify streams
– Plot Twist is approaching 12 million