Back in March, Margaret Berger teased her fans with a lyric video for “Scream”, the third single from her yet-to-be-released album “New Religion”. After clocking nearly 20,000 hits on YouTube, she has finally released the official video—and it just might make you scream.
Ace Wilder, the wildly popular runner-up at this year’s Melodifestivalen, helped pen the lyrics. But she isn’t the only superstar involved in this. Director Pål Laukli gives the electro-pop number a dark visual treatment, whilst fashion photgrapher and make-up artist Trude Mokkelbost Laukli peppers the video with a haute feel.
The resulting video is monochrome and decidedly postmodern. Berger seems to glow in most of the frames, especially when paired against the motion shots of the African dancer. His jarring movements contrast with the near-static images of Margaret. Deliberate or accidental, the video conveys the Norwegian beauty’s fascination for darker electro-pop. Her costumes and headpieces add to the theatre of it all.
Since finishing in the Top 5 of the Eurovision Song Contest in 2013, Margaret has enjoyed considerable commercial success with her entry ‘I Feed You My Love’, and the critically acclaimed follow-up single, ‘Human Race’. Late last year, Ultra Records picked her up and will market her to US audiences. The video release of “Scream” is a testament to the international drive that’s being planned for Margaret. It it also a reminder that she is one of Scandinavia’s top musical exports.
Deban Aderemi is a London-based correspondent for wiwibloggs.com. You can find him on Twitter @debanaderemi. You can also like our Facebook page to keep up to date with all the latest news from Margaret Berger.