Rhyme Report

Published on September 22nd, 2015 | by Jameelah "Just Jay" Wilkerson


Seinabo Sey: Debut Album “Pretend” To Be Released Oct. 23

With her highly-anticipated debut album Pretend (Virgin Records), Swedish soul-pop sensation Seinabo Sey has made a late dash for 2015’s best album crown. The album will be released globally on October 23 and is available for pre-order today. Watch the video for the title track here.

Since she burst onto the blogs with the immaculate track “Younger” which was featured on her debut EP For Madeleine, Sweden’s unconventional, noir-pop practitioner has been constantly refining her sound, picking up breathless accolades along the way. Having scored an incredible five Hype Machine number ones with the likes of the aforementioned “Younger,” the heavy-hitting “Hard Time” and “Pistols at Dawn,” she’s now primed to release her genre-defying, emotionally honest debut, Pretend.

Pretend is a pop album saturated in soul and full of big melodic songs and forward-thinking production (courtesy of Madonna collaborator Magnus Lidehäll) that draws on real, sometimes painfully relatable moments, “This album is really all about my life,” she explains. “It’s about everything that’s happened to me”.

Sey – who was born in Stockholm but moved between Sweden and her musician father’s homeland of Gambia her whole life – is a breath of fresh air in a music world scared to bare its soul. Honest, direct and open, Sey’s songs are a document of her life so far. “Listening to it, I’ve realized that the way I write, I just try and give advice,” she explains. “There’s always some kind of moral story at the end of every song, so it’s like advice to myself in a way.”

On the feather light symphony of “Words,” Sey tackles loneliness and finding your place in the world, while the more aggressive “Hard Time” deals with a good person pushed to their limits. The chant-heavy, electro-throb of “Who,” deals with people’s inability to believe they can change their own situation. It’s this strong-mindedness that flows through Pretend, punctuating each song with an inner strength that’s undeniable.

Pop music is at its best when it connects, communicating universal emotions in a way that makes the listener stop in their tracks. Pretend’s real gift is its directness and accessibility; its songs may document one person’s life so far, but these are universal truths.


1. Younger

2. Pretend

3. Poetic

4. Hard Time

5. Easy

6. Worlds

7. Sorry

8. Who

9. Still

10. You

11. Ruin

12. Burial

Bonus Tracks:

13. Pistols At Dawn

14. River

15. Younger (Kygo Remix)

16. Younger (Acoustic)

About the Author

Publisher and CEO of The Hype Magazine. Follow me on Twitter @HypeJustJay

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