Genre-bending Swedish outfit MAMI UMAMI have come a long way in a very short space of time. Over the last few months, they’ve picked up praise from tastemaker outlets like F-Word, Dance Wax, and METAL Magazine. and momentum hasn’t slowed down.
With its distinctive blend of alt-pop, hip hop, dance and indietronica, new single ‘IN YOUR FACE’ makes an immediate impact. This is a track that tackles the differences between the stages of life and trying to make sense of the world.
“This song is about the clash between old and new generations. It captures the feeling of waking up one day and realising you are no longer twenty. It is the realisation that comes with the hangover of youth and really seeing the world that you’re supposed to inherit.
At the same time, it is about seeing what your own generation is falling victim to – and contributing to – such as the cycle of ‘buy, work, consume even more, rinse and repeat, salvation is on sale.‘
The song reflects on how both generations, old and new, are crumbling, and neither is inherently morally superior to the other; they are both simply doing what they have to do to survive and stay relevant. Ultimately, it is a song belonging to the younger generation, written from their perspective, about throwing hands at problems that we don’t have any answers to either.”
The group recently performed at iconic stages Roskilde and Way Out West and will soon play Viva Sounds.
MAMI UMAMI | Ones To Watch Playlist | Nordic Sound Playlist