Seinabo Sey Slays With Her New Single "Pretend"

Photo: Roni Rekomaa/REX USA.
An artist who seamlessly combines soul with EDM is typically hard to find, and Seinabo Sey does exactly that — with a signature style all her own. This month, the up-and-coming artist released yet another promising single, “Pretend.” The new track is a thrilling indication of what to expect from her debut album, which is scheduled to be released in October. Lyrically, the carefree anthem encourages you to forgot about things you can’t control; musically, it forces you to do so.

Hailing from Stockholm, the Swedish/Gambian singer has been making waves in the music scene since the release of her first EP, For Madeleine, at the top of 2014. On instant hits like "Hard Time," "Younger," and "Pistols," her powerful vocals are mesmerizing, especially paired with the tracks' captivating beats. Whether her talent comes naturally to her or has been carefully groomed over time (her father was a well-known musician in Gambia), Sey’s sound is undeniably unique.

For Sey, simplicity is key. Some might pick up on vocal traces of Nina Simone and Laura Mvula, and compare her lyrical style to Adele, considering Sey’s knack for writing relatable material. Sey's music might be loosely classified as soul-pop, but she also serves as a model example of how genres are slowly becoming nonexistent. She fiercely holds her own as a soul singer (check out her acoustic version of "Younger"), but it’s the synth and bass-heavy, electronic instrumentals that bring her voice to life — and get you on the dance floor. Check out the video for her new single, below.

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