Off Bloom – Love To Hate It
If you asked me to compile a list of “Ones To Watch” artists for 2017, I’d probably include Off Bloom straight away. The Anglo-Danish trio have dropped only gems so far, including this latest offering, Love To Hate It, which is also the title track of their debut EP (out now via Universal on their own imprint Sport Records). The extremely fresh and forward-thinking production of the songs, combined with the trio’s fresh attitude and the sparkling vocals of lead singer Mette, can be considered already a trademark, as you can hear both in their latest output, which comes alongside an official video directed by Nadia Marquard Otzen (behind videos for Rosie Lowe, Years & Years, The 1975 & more), and in the previous track Thorns.
Speaking on the track, the badn said: “Love To Hate It is about chasing something you can’t have and how the rejection can make you feel even more passion. It can be fuel to the heart and create an even bigger desire, which ultimately makes people play games with each other. It’s also a girl-meets-boy story about the desperate feeling of someone literally rejecting you. And feeling desperate and alone can also be a fucking amazing feeling! You want to feel something! Even if it isn’t a productive or efficient thing, which you’re constantly expected by society to be. This song is trying to capture one of the feelings that sit outside that.”