Madden is the name of Norway’s newest musical export. His latest music video gives a taste of the stunning nature of Lofoten.
What happens when you combine these three things: Norwegian music, Norwegian video production and Norwegian action sports athletes?
If you’re asking us: Magic!
Norwegian electronic music is renowned for its quality. Norwegian artists like Todd Terje, Röyksopp and Kygo can be heard in clubs all around the world.
In this case it is Marius Njølstad, who made headlines with his first Billboard hit earlier this year, released under the name Madden.
Now he is back with his new hit single “Alive”, and the song is accompanied by a video where Norwegian nature and action sports play the main characters.
The music video has reached 90,000 views in just a couple of days, and is produced and edited by Field Productions. The moviemakers are praised by snowboarders and skiers for their movie Supervention from 2013. Its sequel, Supervention 2, will be released later this year.
“We wanted to use Norwegian nature to express the idea and feeling of being alive”, Njølstad says to Visit Norway.
In the video, we follow the surfer and snowboarder Fredrik Evensen on his surfboard on the arctic beaches and bays of the Lofoten archipelago.
Then we ascend to Lofoten’s mountains and venture down again in perfect powder snow on a snowboard.
“I have never been to Lofoten myself, but it looks insane. However, I have been planning to go there after making this video”, Njølstad admits.
Surfing in Lofoten is a year-round activity. Since the 1960’s surfers have travelled to the village of Unstad searching for the perfect wave.
The arctic nature and surfers really are a sight to see, something one of the world’s leading photographers captured with his camera earlier this year.
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