Alex Bruce relives romantic encounter in reggae-inspired bop “SUMFLING”
Alex Bruce
returns with another inescapable jam that best describes the feeling of
laid-back summer afternoons and beach vibes.
The Filipina recording star
channels her idyllic youthful phase in the new single “SUMFLING,” out
today via Sony Music Entertainment.
With suave vocals coasting
through laid-back R&B beats and reggae-infused production, “SUMFLING”
showcases another side of Bruce: warm and chill on the inside, but effortlessly
catching our attention with her distinct brand of charm.
According to Bruce, “SUMFLING” allowed her to experiment with a variety of genres and confront her fears of going against the current.
“It was my decision to embrace
that shift in sound and vibe,” Alex Bruce shares. “I’ve always wanted to
explore new musical landscapes for every project that I work on, and I’m glad
that in SUMFLING, I get to bring a fresh, laid-back energy to my music.
It sounds chill but danceable at the same time. It was a refreshing change that
challenged me as an artist.”
“SUMFLING is an
expression that I made up by combining the words summer and fling,”
recalls the 17-year-old hip-hop sensation. “I was in Australia when I wrote
this track. Life was very peaceful there, and somehow it inspired me to go on a
writing spree.”
The tropical track revisits a
memorable romantic encounter with someone during a holiday break.
Its release comes with a music video
directed by David Olson. The MV follows Alex Bruce and her friends on a trip to
La Union while enjoying nature hangouts, surfing sessions, and summertime
conversations.
The visual narrative also
shows Bruce meeting a random person on a bonfire, with the two romantically
hitting it off for a few days straight and getting confused with their feelings
for each other.
Bruce reveals, “We wanted the
music video to reflect the overall vibe of the song. Summer is supposed to be
about being outdoors, having fun, and feeling great about yourself, and this
song perfectly captures that. I’m also happy that I’ve worked with my friends
syd, Aira, Violet, and Thomas for the MV shoot. This will always have a special
place in my heart.”
Alex Bruce’s “SUMFLING” is out now on all digital music platforms worldwide via Sony Music Entertainment. The music video was out last Friday, June 7, 2024, at 6 p.m. Watch it here.
About Sony Music Entertainment
At Sony Music Entertainment, we honor the creative journey. Our creators shape movements, culture, communities, even history. And we’ve played a pioneering role in music history, from establishing the first-ever music label to inventing the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time. Today, we work in more than 100 countries, supporting a diverse and distinctive roster of talented creators at every level and on every stage. Situated at the intersection of music, entertainment, and technology, we bring imagination and expertise to emerging products and platforms, embrace new business models, and employ breakthrough tools—all to support the creative community’s experimentation, risk-taking, and growth. And we form deep, trusted, cause-based partnerships to uplift and empower communities around the world. Sony Music Entertainment is part of the global Sony family. Learn more about our creators and labels here.
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