9 Songs, 31 Minutes

EDITORS’ NOTES

More of a mini-album introduction to a promising solo project than a proper long- player, White Magic proves that singer/multi-instrumentalist Eric Berglund doesn’t need the Tough Alliance; the Tough Alliance needs him. Which may be why he told a Swedish paper that the duo was simply a “stepping stone” to where he is now — perched atop big, brassy arrangements that seize the day like a one-way ticket to the sun, from the swooning strings and subtle, windswept synths of “All Around” to the swiftly-drawn swords and subterranean drum pads of “No Mercy.” It’d be easy to call all of this “Swedish indie-pop,” but there’s more at play here than carefully harnessed hooks and massive melodies. As delirious as it sounds on certain songs (“Oh God, Oh Dear” could soundtrack a waltz —not a walk — on the moon and “Love and Do What You Will” is the very definition of being high on life), ceo’s eight-track debut features deep, deliberate arrangements and a very clear idea of what it’s trying to do.That said, we haven’t the slightest idea what the organ-chased choirboy opening of “Den Blomsterid Nu Kommer” is about either.  

EDITORS’ NOTES

More of a mini-album introduction to a promising solo project than a proper long- player, White Magic proves that singer/multi-instrumentalist Eric Berglund doesn’t need the Tough Alliance; the Tough Alliance needs him. Which may be why he told a Swedish paper that the duo was simply a “stepping stone” to where he is now — perched atop big, brassy arrangements that seize the day like a one-way ticket to the sun, from the swooning strings and subtle, windswept synths of “All Around” to the swiftly-drawn swords and subterranean drum pads of “No Mercy.” It’d be easy to call all of this “Swedish indie-pop,” but there’s more at play here than carefully harnessed hooks and massive melodies. As delirious as it sounds on certain songs (“Oh God, Oh Dear” could soundtrack a waltz —not a walk — on the moon and “Love and Do What You Will” is the very definition of being high on life), ceo’s eight-track debut features deep, deliberate arrangements and a very clear idea of what it’s trying to do.That said, we haven’t the slightest idea what the organ-chased choirboy opening of “Den Blomsterid Nu Kommer” is about either.  

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Ratings and Reviews

4.3 out of 5
101 Ratings

101 Ratings

Qwiknis ,

Pushing Music Forward.

It's a fantastic vision. Pick it up now...before it's playing in your local Gap or American Eagle. I sense many remixes on the way.
Pick it up!

cityasucker ,

Great record

Amazing pop/electronic release from the lead singer of Tough Alliance, from the same label who brought you Cut Copy, Tame Impala, Avalanches & more. Check it out!

1Faithful ,

Berglund Magic

Eric Berglund, lead singer for arguably Sincerely Yours' most vibrant and talented band, The Tough Alliance releases his first solo effort. Those who dug the flawless sampling and sweet pop vocals of Berglund with The Tough Alliance will be amazed by the sound Berglund creates with this album--it'll become your White Magic alright. Come With Me and White Magic are stunning.

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