Frigga is a British-Norwegian artist who is infusing the pop genre with spirituality, healing and soul through her upcoming album Holy and its first single, “Flower Flower.” The song is the first time the singer has wholly embraced the pop genre. The soul behind Frigga (@friggamusic) – singer, songwriter and cello player Sasha Siem – has had two previous critically acclaimed albums, Most of the Boys and Bird Burning, which were hailed as “a rhapsodic Fiona Apple-meets-Joanna Newsom” (Stereogum), “an uptown fusion of Bjork, The Raincoats and the Cosmopolitan letters page” (Uncut) and “Sweeping, widescreen grandeur... both contagious and quite affecting” (Clash). “They were definitely defined as ‘niche and ‘alternative’” the artist says. “I love the pop genre because it embraces the possibility that anyone can enjoy. I want people to sing their hearts out and dance, dance, dance as they listen.” Frigga was born in London, but recently spent several years living in Brooklyn with her husband and their year-and a half year-old son, and her stepson while writing and recording. Born into a musical family -- her brother Charlie was a violin prodigy and her sisters Sophie and LouLou were trained as musicians before venturing into the visual arts -- she began playing piano at age five, studying music at age seven and writing her first songs on the piano when she was only 11. Her first composition was an instrumental work to accompany Maya Angelou’s poem, “A Caged Bird Sings.” She later attended the University of Cambridge, before receiving a Ph.D. in music and poetry from Harvard University. After graduation, she was commissioned to write works for opera houses and orchestras including the London Symphony and Royal Opera House. Immersing herself in both her music and the workings of the music industry, Frigga is in the process of starting her own record label, Tiferet, which she describes as “an artists-for-artists label with a big social change aspect.” Slated to launch in 2019, the label will offer the opportunity to combine music with a message. “Our ethos is to use our music to harmonize the planet from the micro to the macro,” she explains. “We use the music as a tool to create social impact.”