Lisa Alma - When I Knew - VideoA great music video becomes even more touching when there’s a tender story behind it. And that is exactly the case with When I Knew, the new clip by Danish singer LISA ALMA. The talented young lady from Copenhagen combines a dreamy lo-fi-spirit with a joyable 80s aesthetic. But it’s definitely more than just the usual ‘retro vibe’ you’ll find in her music. LISA ALMA‘s self-titled debut has been released last year, today sees a brand new music video by her. And NOTHING BUT HOPE AND PASSION also got her answering a few questions about it right here.

Hi Lisa. Tell us a bit about the concept of the music video?
The video is shot on my grandmothers farm. My grandmother is a strong and powerful woman. Her home is packed with memories. She was born there and she belongs there. Her biggest wish is to die there but unfortunately she is now forced to sell the place. It makes her upset. It makes me angry to see her upset. I want to protect her home. Her real love.

What’s the song about?
When someone has become part of you. Like under-your-skin-part-of-you. And you lose them. You want to save that one last dance. The intensity of knowing that it’s the last time around. The second you dare to love you know it’s going to hurt. When you’ve lost you get upset and angry. Then slowly you can start to let go. It’s a process. Each time you lose some – you become a little more awake.

How important is the visual presentation to you? Any role models in this?
My visual expression is part of my music making – a natural extension. I can’t seem to separate the two things. That’s why it’s so important for me to make the videos myself. I have the same feeling towards my music production. I’m aware of my skills and my limits. If I don’t challenge my limits and explored my raw ideas there are no room for me to develop. I’m not afraid of things being unpolished as long as they are real.

I’m into Gertrude Stein and her fragmented way of writing. Usually I’m inspired by her piece Counting Her Dresses when I’m making my videos. It’s always in the back of my head. I’m also interested in the relations between ‘the self’ and the ‘staging of the self’. Visually I’m inspired by artists like Sally Mann, Francesca Woodman, Cindy Sherman, Hayley Newman to name a few.

For those who are not familiar with your music – name three words to get these people excited about your songs!
Dreamy. Spacious. Lo-Fi.

As you can see – no more explanations needed. NOTHING BUT HOPE AND PASSION brings you the exclusive premiere of When I Knew right here.