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Music

Roisto's New Music Vid Will Take You From URL to IRL

The Finnish artist speaks out against Generation Z's need for social media gratification.

Roisto is a producer whose name you've probably never heard. He lives in the dense and dark parts of Northern Finland where he makes catchy electro-disco jams. "One of the greater advantages of being in the middle of the woods is the acoustics; imagine using real forest slap echo on a song", he tells THUMP. His latest tune, "Apart In Love" features a lot of that, along with mid-tempo shuffling percussion, lush, futuristic indie-disco synths and summery guitar lines.

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Signed to burgeoning Finnish imprint Youth Control, Roisto is among the next generation of producers in a country that's doesn't quite share the same affinity for electronic music when held in comparison to its Scandinavian counterparts. Much of that is a result of the frosty weather conditions. "Winter can be hard, that's true, and I hate to fight against the snow. It all starts early in autumn with lumberjack work, preparing your home for Winter, which can be long, almost five to six months. With the climate change it can affect all the equipment, it can suffer because of that, analog synths don't like temperature changes, luckily I have a great friend who is an engineer, he constantly repairs them. It's not a rare sight to see me carrying a huge keyboard through a blizzard," he says.

The music video for his track "Apart In Love" deals with issues with which Generation Z'ers deal are familiar. The video's art director Kalle Kotila addresses them: "This is more about the universal problem of social media, I mean how people see or value themselves, by counting how many likes they can get on Facebook." It portrays a character who seeks gratification through means of URL because real life situations frighten him. When loneliness and isolation begin to consume him, he starts hallucinating and takes the brave step of approaching a girl he fancies IRL.

The track will be released officially on January 27th as part of an original three-track debut EP on Youth Control. It also comes with "Apart In Love" remixes from TJH87, Yotto and Disco Despair.

Follow Roisto on Facebook | Twitter | SoundCloud
Follow Youth Control on Facebook | Twitter | SoundCloud