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AUDUR RELEASES GRAVITY-DEFYING VIDEO FOR "I'D LOVE"

November 8, 2017

 

Icelandic multi-instrumentalist Auður comes in cold with his new single “I’d Love” accompanied with a visually stunning self-directed video.

 

Auðunn Lúthersson began his journey playing with Icelandic hardcore and noise-rock bands, before deciding to reinvent himself under the pseudonym Auður (pronounced “Author”). After seeing James Blake at Sónar in 2013, he switched over to electronic music and dropped his debut “Alone” – a slick and sensual take on R&B which explores the themes of longing, and isolation.

Auður is no stranger to doing things his own way. During the Iceland Airwaves festival, Auður offered festival-goers an exclusive pre-listen to his “Alone” album in Pokémon Go style, where over 4000 people hunted it down via their smart phones. Additionally, he later filmed a visual version of the album in an abandoned power plant which was premiered and screened live from the city’s world famous concert hall. The results ran in a continuous loop for 24 hours to mark the beginning and end of Groundhog Day.

“I’d Love” was created during Auður’s stay at the Red Bull Music Academy in Montreal, Canada where artists such as Chilly Gonzalez, Thundercat, Blood Orange, and Björk were given 24/7 studio access. Auður teamed up with South African producer Selfir to create this genre-bending sound.

 

Auður’s momentum is just starting to build, coming off the cuffs of being named in Ja Ja Ja Music’s, and Nordic Playlist’s “Ones to Watch 2017”, as well as his “Best Newcomer of 2016” award at the Iceland Music Awards, and his “Best Kept Secret 2016” naming, coming from EARMILK.

 

 

 

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