Mimi Oh kicks off 2013 by actually going and doing that whole ‘brand new me’ thing that everyone always talks about doing at this time of year. In her case, she’s got a new look, new sound, and she’s signed to a new label – Playground Music. Understandably, she wants you all to hear the results of this transition. So today, she’s giving Scandipop readers a preview of her new single.
Cleverly, ‘Börjar Om’ is all about starting over and commencing afresh – something which this song also champions in terms of Mimi Oh’s brand new sound. She’s left the 80s behind, and now fits into the pop landscape somewhere in between Icona Pop and Alina Devecerski. Not a bad place to be in right now, really. Like ‘I Love It’ or ‘Flytta På Dig’, ‘Börjar Om’ is a chanty, call-to-arms kinda song. Powered by a good old rave with slight shades of the 90s, and anchored by a catchy and unforgettable (not that we’ve tried since first hearing it) “BOOM BOOM BOOM” vocal riff. The production here is a bit more dance than either of the two acts we’ve compared it to above, peaking via a brilliant middle eight section which hushes the vocals and powers home the point.
We really liked the former Mimi Oh. But this one sounds even better.
The first amazing pop song of 2013.
[audio:https://www.scandipop.co.uk/wp-content/uploads/2013/01/Borjar-Om-preview.mp3|titles=Borjar Om preview]‘Börjar Om’ is composed by Mimi Oh herself, alongside Albin Wagemyr. It’s released on January 14th through Playground Music, and the video for the single gets its premiere next week (trailer here). You can also listen to short previews of each of the remixes from the single’s remix EP, over on Amazon.
