TEDDY FAILURE drop video for new single ‘Pure’ – Watch Now

TEDDY FAILURE drop video for new single 'Pure' - Watch Now

Teddy Failure, the music collective by Swedish producers TeoFrans, share their latest track ‘Pure’ (featuring ELIO) along with its official video. ‘Pure’ echoes the growing pains of Teddy Failure’s relatable, relationship-driven storytelling in tracks such as ‘Change’ and ‘Tissues’. Since signing with Columbia Germany, Teddy Failure have clocked over 15 million streams, landed on key Spotify playlists, and picked up airplay on Swedish and German national radio. 

Early on, the bass thumps as the duo’s trademark raw vocal delivery conjures a sense of teenage apathy before dropping the killer hook, “We mix vodka with fire.” With potent lyrics like “Put my skin in the ocean after all that we’ve broken, this is all that we need, and it’s all that we know,” the song combines a sense of nostalgia with living firmly in the moment. But its live-fast-die-young naivety is turned on its head when ELIO’s softer female vocals glide in at the end of the track, giving it a rather cathartic conclusion.

The video expresses the song’s message with textbook scenes of growing up: play fighting, emotional clashes with parents, drinking spirits straight from the bottle, and loitering in the streets, car parks or the park. It depicts just how intense those formative teenage friendships can be. WATCH THE VIDEO BELOW:

Teddy Failure consists of Teodor Runsiö and Frans Torell. The two Swedish natives have established themselves as one of the country’s brightest writing and producing duos. They’ve collaborated with artists such as LOVA, Naaz, Bearson, Rhys, Felix Sandman and Eli, and cemented themselves as visionaries who speak from the heart of contemporary culture. WithTeddy Failure, they tell stories that will resonate with anyone growing up and wanting to feel alive.

The angelic, glossy sound of Canadian/Welsh artist ELIO (aka Charlotte Grace Victoria) is fast transforming her into a household name in bedroom pop. Her debut EP ‘u and me, but mostly me’ emerged last summer with its refreshingly astute take on moving, growing, and learning to navigate modern life as a young artist and woman. And it didn’t go unnoticed: everyone from i-D, Vogue, The Fader and The Guardian to Zane Lowe and Travis Mills at Beats 1 spread the word.

Look out for further new Teddy Failure and ELIO releases later this year.

Xsnoize Author
Mark Millar is the founder of XS Noize and looks after the daily running of the website as well as conducting interviews for the XS Noize Podcast. Mark's favourite album is Achtung Baby by U2.

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