Sigrid returns with the brand new single, "The Hype"

Co-producing “The Hype” with longtime collaborator Askjell, who co-wrote one of her biggest ballads, "Dynamite", this is the first release Sigrid has a producer credit on. “We’ve all been there, when you wonder if you’ve lived up to the expectations. I thought about the term Hype, in love and at work, and the questions you ask yourself of did you really live up to the hype," Sigrid says.

"With my artist job, I’ve sometimes felt that I’ve tried to live up to myself in a way - but a version of myself that looks like me, but cooler, more confident and touring the world. I’ve probably brought that into my private life, and all those things is what Hype is about. We’ve wrapped it in ethereal melodies and bass, synth and drum heavy production, but I love how there’s so much strength in my vocals - there’s power in being vulnerable!”

Last year was an important time of collaboration for Sigrid. Having met Griff at a fashion show, the two pop stars bonded over pizza and their experience in the music industry, and got in the studio and wrote "Head on Fire" which won the Best Collaboration at the NME Awards 2022.

Another chance meeting with Bring Me The Horizon backstage at Reading Festival, led to vocalist Oli Sykes and keyboardist Jordan Fish sending a demo to Sigrid. Having already been fans of each other’s music, they all got in the studio to lay down lyrics, and the tear-stained rock ballad “Bad Life” was born.