ALICE BOMAN signs to Play It Again Sam and shares evocative new single, “This Is Where It Ends”

July 31, 2019
Press photo – credit Märta Thisner


Signs to Play It Again Sam

Returns with new single, “This Is Where It Ends”


Swedish songwriter Alice Boman returns with delicate new single, “This Is Where It Ends”, released digitally on 31st July via her new label, Play It Again Sam. The song is shared with an evocative lyric video, directed, edited and filmed by Boman on Super 8.

“This Is Where It Ends” is the first taste of new music from Boman since her last single, “Heartbeat” in May 2018, and was produced by Patrik Berger, known for producing hits for the likes of Robyn (“Dancing With Myself”), Charli XCX (“Boom Clap”), Icona Pop, Santigold and Lana Del Rey among others, along with Fabian Prynn (Ex:Re, D.D Dumbo).

Boman has kept the song’s inspiration shrouded in mystery, only sharing, “I wrote ‘This Is Where It Ends’ quite a while back and I don’t want to ruin it by saying too much about it – now I want to let it go and I hope it will find its way to people.” Listen below…

Boman’s elegant bedroom compositions have captured hearts and minds across the globe, and she’s played over 150 shows in the US, EU and South America – her 2018 sold-out EU tour included shows in Stockholm, Copenhagen, Brussels, and two nights at London’s St Pancras Old Church.

She’s also earned praise from The Fader, NPR Music, The Guardian, The Line of Best Fit among others, as well as numerous TV and film syncs, including four songs in the BBC/Netflix series Wanderlust (aired in Autumn 2018), plus SuitsBeing Human, and the feature film Paper Towns. Boman even made a guest appearance and performance on Amazon’s hit TV series Transparent (the show used her song “Waiting” as Season 2’s thematic motif throughout).

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