Born in Stockholm to a Swedish father and American mother, the London-based Swedish-American singer/songwriterAlexandra Berglöf, a.k.a BERG grew up on a houseboat on the Swedish island of Djurgården. When Berglöf turned five, she began intensive piano lessons under the strict supervision of a Romanian concert pianist. And by the time she was 13, Berglöf was performing all over Stockholm. While studying to join a piano conservatory, she was simultaneously scouted by pop producers for her vocals; however, after a family tragedy, Berglöf left Sweden and music behind for some time.
As an adult,. Berglöf relocated to London, where she used music as both a form of escape and as a coping mechanism. She also met her producer and collaborator The Horrors‘ Faris Badwan. And with Badwan’s help Berglöf began to explore the disguises and facades we wear and the various sides of ourselves that we die from ourselves and others. Starting off as internal dialogue, BERG’s lyrics are rooted in honest moments of self-reflection. Through her music she hopes to create a world and soundscape that invites listeners to unlock and face the stories that they’ve buried.
Berglöf’s BERG debut album Fake Love was released earlier this year, and the album pairs Padwans’ ethereal and dream-like production with Berglöf’s gorgeous vocals. Thematically the album’s material explores our international conversations and the constant battles and crises we have within ourselves. “I tend to only show my light to others. I hide my flaws, mistakes and falls, then beat myself up about it,” Berglöf says in press notes. “Maybe by exposing some of those truths, I can stop others from feeling so alone in their darkness.”
Interestingly, “What If,” BERG’s debut single and the album’s first is a sparsely arranged , Mazzy Star-like track centered around shimmering guitars, gently padded drums and Berglöf’s gorgeous and ethereal vocals. But at the core of the song is a sense of regret over missed chances from cowardice, stupidity, self-doubt and bad timing — including unspoken love. And in some way the song asks the listener an important question: what if you weren’t bound by fear and could reveal how you really feel, would you be where you are right now? How would your life be different?
Directed by Connor Carver-Carter, the recently released video follows a couple frozen in time at various points in their history together with each particular scene referencing a painting. Each person within the relationship are suffering through an internal struggle, which impacts themselves and their relationships — and throughout you can see the unease, uncertainty and despair as seen through their lack of contact and communication.
“What If” is Berg’s debut single from her album Fake Love, produced by Faris Badwan (lead singer of the Horrors). The song, which Berg considers the title track to her life, explores our feelings of regret, missed chances and unspoken love. What if, you weren’t bound by fear and could reveal how you really feel, would you be where you are today?
To accompany the song, Berg has created visuals in the form of a two part music video: set in parallel worlds. The first, set to “What If” follows a couple frozen in time, each scene a reference to a painting. The silent internal struggles of each character are portrayed through their lack of contact and communication. The second video, set to the song Take Off Your Disguise (to be released Oct 2nd) sees the same love story in a different time and place, leaving the viewer to see another end to the story.