Bergen pop force Hedda Mae doesn't hold back.
Each aspect of her music is turned up to maximum, retooling those Noughties pop tropes into something vivid and future-facing.
Fresh from her 'Introducing: Hedda Mae' EP, the Norwegian star returns to her Millennial influences on dazzling new single 'Take It Or Leave It'.
Fusing nostalgia with explicit creativity, it's a daring return, one that finds Hedda slicing the past open to uncover the future.
We're able to share the full video before anyone else - crafted by Brusjan Films, it incorporates those 00s pop culture reference points in a phenomenally fresh way.
"I came to this [video] in a brainstorming session with Brusjan," says Hedda. "The vast majority of the references are taken from artists and songs that I grew up with, and thus have a special relationship with. We picked out scenes we were going to recreate from videos and songs that in my eyes are iconic, and most of the references were a no-brainer for me!"
Øivind Bolstad, MD at Brusjan adds: "N*Sync's 'Bye Bye Bye' was our favourite to recreate. The whole process wasn’t exactly difficult but it was extremely time-consuming - the rendering time for each of the scenes was up to 16 hours!"
Tune in now.
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