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5 April 2019

Don't Feel Like Crying

by Syd Briscoe

Sigrid: “Don't Feel Like Crying” - 2 mins 37s

Quirky Scandi wunderkind Sigrid returns with another effervescent single to make it feel like summer might, one day, actually arrive. 'Don't Feel Like Crying' is a charmingly Millennial lyrical exercise, taking break-up tropes like wallowing on the couch eating junk food and turning them on their head.

The promo is equally eager to defy expectations, as Sigrid turns a staid waiting room into her own personal disco. Pops of colour and a photographic grade give things a vintage feel, while a psychedelic fish tank and creative lighting pushes the visuals into dreamlike territory.

That's not to say this is a track about denial, however. The promo perfectly captures the sense of trying to avoid negative feelings through distraction, as energetic dance moves are juxtaposed with the lyrics 'It hasn't hit me yet/ And I know if I go home I'm gonna get upset'. A future club favourite of the (not so) broken-hearted.

Film Production: Friend London Ⓟ Ⓦ
Director: Zhang + Knight ♀ Ⓟ Ⓦ
Editor: Ellie Johnson ♀ Ⓟ Ⓦ @ tenthree Ⓟ Ⓦ
Colourist: Jonny Thorpe

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