Rapper View unveils visuals for ‘Coldest Season’
Watch it here: https://youtu.be/n7IP9nNSTao
“showcases ice drenched hypnotic, dark beats (provided by, intriguing wordplay and a hook reminding us of Young Thug)” Discobelle
“23-year-old View looks set to be the next breakout success from Finland”- The Line of Best Fit
Hottest Finnish up-and-coming rap artist View returns with a new single, ‘Coldest Season’, set to drop on 26th February via VILD Recordings.
Following the success of his debut EP ‘Avalon‘, whose LCMDF-team up track ‘Lace’ received international exposure thanks to features on The 405 and The Line Of Best Fit, Helsinki based View – real nameJuuso Ruohonen – has already made a name for himself in his homeland with his own brand of darkly hypnotic beats and introspective lyrics. Favouring minimalism and low-toned sounds, View focuses on personal issues such as depression and identity, giving his music a rare and poignant honesty.
‘Coldest Season’ is the first single to be taken from View’s upcoming album: “it’s a song about the changes that I’ve been through in the past year” he explains, exploring how his life has changed since the release of his first EP ‘Avalon’ and how he is discovering his musical identity, free from external pressures. As he reveals, “the core of the song is about me doing what I want, not what I’m expected to do”.
The track’s accompanying cinematic visuals are the fruit of the collaboration between View’s producer Joonas Laaksoharju and Matti Vesanen, who directed the videos for some of the central characters in the Helsinki club scene such as Lil’ Tony and Trevor Deep Jr. “The idea for the visuals was to keep the minimalistic and dark mood as in View’s earlier videos”, explains Vesanen, whilst Laaksoharju comments: “Most of the videos I have directed are for songs that I also produced. I can bring the feeling and atmosphere we had in the studio, making the song into the actual video.”
The result is a stripped back affair that lets View take centre stage: like the icy beats produced by Laaksoharju, it gives space to the artist himself.
With a debut album in the pipeline, and a confirmed slot at Flow Festival, View is set to showcase his unique blend of wordplay and oozing beats at The Lexington on 25th February alongside Smerz andCTM as part of Ja Ja Ja Music Presents: A Nordic Affair.