Sara Berg

Sara creates emotional electronic music: dramatic, cool pop with depth, all wrapped around a captivating voice. From the Sweden-only release of her debut album "Say Hello To The Naked Lady" (2004), Berg has been focussing on the development of her label Gaymonkey Records, which has grown to produce artists such as the critically acclaimed Ebb and internationally renowned Melnyk. Alongside working on her new material, Berg has let her Midas touch to others.

She wrote "Fabulous" for Melnyk's debut "Silence" - which caused a commotion in clubs on both sides of the Atlantic ? and toured with him across Sweden and the UK. She also directed videos for both Melnyk and Ebb ? including the stunning animated "I'm All Made of Music"- voted one of the top Swedish videos of 2006.

But in her native country it is ?When I Was A Young Child ...? that has catapulted her to the top of the hot list, with critics suggesting she is the missing link between The Knife and Sally Shapiro. "Soon no-one will be able to avoid Sweden's new electro fascination,? gushed Groove Magazine, whilst the broadsheet Helsingborgs Dagblad, enthused: ?One of the most promising artists in Swedish electronica.? Battling its way into the Swedish download chart, the album went on to outsell the likes of Robyn and The Knife, while Sara has found her unique style in demand across the fashion press.

Berg describes the new collection as a concept album, which evolved over the past few years as she explored the paths of success and failure. Notions of dignity and integrity ? how far one is willing to go to achieve their goals and what price they are prepared to pay ? are evident throughout each track's poetic lyrics. "This is an album about dignity,? Sara says. ?Having, losing, and struggling to regain dignity. It's harder than you might expect to live as you please.?

Taken from www.myspace.com/saraberg