The Finnish musician explains why she created an avatar of herself for her videos
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Meet 'Cyber Alma', the avatar of 23-year-old Finnish pop singer Alma. Since getting her big break on the Finnish version of The Voice when she was 15, Alma has taken things in her own direction, championing her lime green-haired pop goth aesthetic while working with people like Charli XCX and MNEK. But feeling frustrated with the exposure that public life has brought, Alma created the avatar, a guard between herself and the world and debuted via her new video for "Summer", which is the third release from her album, 'Have You Seen Her?'
"Every winter lots of people get depressed because of the cold and the darkness – it’s called seasonal affective disorder or winter depression!" she says. "Lots of Finnish people have this. I wrote this song in LA – it was my first day there and I was jet-lagged but I remember I was still feeling alive and just happy – probably because of the sun!"
What is your earliest beauty related memory?
I wasn't thinking about beauty when I was a child so probably the first day when I went to school and I wanted to buy new clothes and I brushed my hair a million times!
When did you first start making music?
I’ve been singing as long as I can remember but I started really writing music when I was 13.
How would you describe your music and what are your musical influences?
This new album ‘Have You Seen Her?’ is influenced by my teenage years – all my struggles and thoughts and pain through it. All the usual stuff we feel growing up! It's a very honest album. My music is for everyone, it's joyful and painful.
Tell us about the evolution of your hair?
I’ve had all the colours of the rainbow but this yellow/green seems to have stuck, I love that it glows in the dark!
What is your favourite smell or fragrance?
If you were a computer game character what would you be?
Sims used to be my life when I was a kid! So I would be a Sim.
Who is the character in the video for "Summer" and how did you conceptualise them?
We made it for my live show last summer but it had huge muscles and it was called "muscle baby ALMA". From there I wanted to take the idea further and create a character that is really true to me. I can get her to do all the work while I chill.
Will we see more of her?
What does beauty mean to you in 2019?
Beauty can be so many things but for me, it's feeling free and good about myself.