mimi bay Returns With Lo-Fi Single ‘keep it’

Multi-instrumentalist Mimi Bergman – aka mimi bay – is crafting a delicate Gen-Z spin on age-old quandaries in her small Gothenburg apartment. Self-taught, she began writing and recording at 14 before sharing her music online. It quickly resonated with YouTube frequenters as her channel Hi I’m Mimi subsequently grew to a quarter of a million subs (and counting) and garnered over 20 million streams on Spotify.

‘keep it’ is a fragile song that ruminates on an inability to articulate feelings, an issue explored with the complete openness and vulnerability that has become Mimi’s trademark and makes her music so accessible. Gentle arpeggiated synths create a backdrop upon which float Mimi’s intimate soft pop vocals. Detailed and subtle production reflects the confusion and frustration Mimi is exploring, computational synths bubble and whir trying to calculate an answer and distorted vocals that seem to taunt her.

Mimi says: ’I wrote keep it like a diary page out of some kind of frustration. I wanted to explain what I was feeling to someone but I couldn’t figure out what I felt and every time I tried to explain, it came out wrong. thought maybe it would make sense in the future so I kept it to myself until I knew what I wanted to do.’

D I S C O V E R

https://www.instagram.com/hiimmimib/

https://open.spotify.com/artist/7BhFHZkSEe09pVDQZC6kVf?si=3vfBGe0VSEmTIifMe-IDQQ

https://soundcloud.com/bbabym

https://www.youtube.com/channel/UCRtHvUqrz5qdA-a8K9QkmJA

https://twitter.com/hiimmimib

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About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.