SCAM – Pleasure

SCAM, the electro-pop project of Icelandic composers and music producers Herdís Stefánsdóttir and Salka Valsdóttir, release their third single “Pleasure” featuring the Icelandic pop starlette Bríet today, with Waxwork Records. The single is accompanied by an ambitious music video directed by Ágústa Ýr (Ice Ice Babyspice) whose previous collaborators include Kim Petras, Sudan Archives and Remi Wolf.

“Pleasure “is a suspenseful and epic tale of the universal experience of standing at the crossroads of major change in life. It feels both hesitant, excited and curious while steadily moving towards the edge off a cliff, and eventually diving off head first. Herdís and Salka describe the song as a manifestation of fearlessness, as they try to encapsulate the electricity we feel when we move towards something that expands us.

Bríet features in the music video, coming home from work (presumably from a video rental or an amusement park based on her outfit). She moves through her home with a blank expression as she deals with mundane tasks such as ironing her clothes, brushing her teeth and making a chicken dinner. In the background, we see SCAM doing the opposite: Making a mess, dancing freely and starting a pillow fight. Their force of chaos challenges the normalcy put forth from Bríet.

As the song and video progress, Bríet is transported to a world that feels both freeing, childlike and scary at the same time. She’s invited to break free out of her mundane routine and reluctantly accepts.

“I think Pleasure has a very specific electric quality to it that resembles the butterflies you feel in your stomach as you embark on a new journey in life,” SCAM says. “We were constantly getting goosebumps when we were writing it, which doesn’t sound very humble but it’s true!”

On November 6th SCAM are playing Iceland Airwaves, where they will debut “Pleasure” live on stage with Bríet.

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