If you aren't paying attention to Icelandic music, you should. A bunch of young hip-hop and R&B artists have burst onto the scene in recent years, and are transforming the sound of a country that's been mainly known for indie rock. That's where Auður comes in. The 23-year-old cut his teeth in hardcore bands but has been making smooth, dark R&B for the past few years. After scoring a spot in the 2016 Red Bull Music Academy, he's firmly positioned himself as part of the new, talented generation of Icelandic musicians. "Iceland is a great environment for artists," says the Reykjavik-based artist. " I think that the most valuable (pun intended) thing about the scene is that it isn't money driven. It's DIY by default."
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In his latest video, "I'd Love," he finds himself singing about intimacy while trapped in a tilting room. "Sharing secrets, exploring each other… I feel like a lot of guys boast about sexual experimentation with women but don't even explore their own bodies," says Auður. "I want to talk about intimacy." The video is expertly shot, as the room keeps shifting from side to side and upside down, while Auður lustfully croons. "The grownups I talked to told me it wouldn't be possible, too expensive, or dangerous," says Auður. Luckily, my friend and co-director are as insane as me."When asked about his next project, he plays it coy. "My next project for Auður will be a chocolate bar," he says. "I'd rather not reveal too much at this point… look out for it at Iceland Airwaves in November." Fair enough, but while we wait, there's this awesome video.