Record Of The Day - "Fizzing with ideas and creativity, Berg has once again demonstrated her gorgeous songwriting, and we can’t wait to hear what’s next."
1883 Magazine - "Berg provides us with euphoric escapism in the form of her third, shimmering single ‘Where We Will Be’."
Obscure Sound - "BERG, Alexandra Berglöf, shows an entrancing vein of understated pop with a hypnotic folk-leaning flow."
Sunday Guardian Live - "Now she has come to terms with the sadness and feels that life is divided by social highs and introspective lows, these extremes are explored in her songwriting."
Berg, real name Alexandra Berglof is a Swedish American singer songwriter based in London. After her debut single What If made Apple Music’s Top 100 Songs of 2019, and her song Take off Your Disguise was featured in Wonderland Magazine, the anticipated euphoric follow-up, Where Will We Be, is out now. Berg invites listeners to imagine a different future, one infused with optimism and light that lifts the spirit with symphonies of harmonies and synths and a catchy sing-a-long chorus. Berg’s ethereal songs are recorded at Church Studios and produced by Faris Badwan (The Horrors).
“When I sit down to write at the piano, I try to visualise and create worlds I can escape into. If my first single, What If was a place of reflection and whistful melancholy, and Take Off Your Disguise is a call to reveal our true selves, Where Will We Be is my little ode to an unknown future of possibility and hope.”
Berg was born in Stockholm, Sweden to a Swedish father and American mother. As a child she lived on a houseboat, parked next to an amusement park (a fitting metaphor for her ups & downs) and performed classical piano from the age of 5 under the strict supervision of a Romanian concert pianist. After being scouted by pop producers at the age of twelve, the sudden suicide of her uncle who lived with the family, prompted a move to London. In the UK, Berg buried her past and tried to mask her emotional trauma as a teenager. It was only at The University of Edinburgh, where she was studying history with a focus on genocide, that she began to write and perform music that mattered.
Now, Berg uses her classical background to compose melancholic pop melodies to highlight her intimate lyrics and expose her highs and lows, grief and exhilaration, in an effort to reach listeners who feel alone.
“For so long I hid the dark parts of my past, and of myself and pretended everything was fine. I have learnt that those feelings don’t go away, they linger just under the surface until something breaks through. I hope that by opening up, I can help others explore their own shadows, and acknowledge both the light and the darkness.
The debut of Where Will We Be follows glowing reviews of Berg - Alexandra Berglof’s 2019 release of What If was featured on Spotify editorial playlists: Fresh Finds and Believe The Hype, and was picked for Apple Music’s editorial playlist Top 100 songs of 2019. Two of her songs have also just been synced on MTV’s Teen Moms. In September she played to a sold out headline show at Old St Pancras Church and over 20 shows in London and New York with a liveStaccs Popup Sessions with over 10K views.
Further appearances include Swedish launch of ‘What If’ in Gaffa Magazine and her song ‘Take Off Your Disguise’ was premiered in1883 Magazine and Atwood Magazine. She also featured in Wonderland Magazine, Record Of the Day along with interviews on London Live TV, Soho Radio, Hoxton Radio and Amazing Radio.