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White Magic

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iTunes Review

More of a mini-album introduction to a promising solo project than a proper long- player, White Magic proves that singer/multi-instrumentalist Eric Berglund doesn’t need the Tough Alliance; the Tough Alliance needs him. Which may be why he told a Swedish paper that the duo was simply a “stepping stone” to where he is now — perched atop big, brassy arrangements that seize the day like a one-way ticket to the sun, from the swooning strings and subtle, windswept synths of “All Around” to the swiftly-drawn swords and subterranean drum pads of “No Mercy.” It’d be easy to call all of this “Swedish indie-pop,” but there’s more at play here than carefully harnessed hooks and massive melodies. As delirious as it sounds on certain songs (“Oh God, Oh Dear” could soundtrack a waltz —not a walk — on the moon and “Love and Do What You Will” is the very definition of being high on life), ceo’s eight-track debut features deep, deliberate arrangements and a very clear idea of what it’s trying to do.That said, we haven’t the slightest idea what the organ-chased choirboy opening of “Den Blomsterid Nu Kommer” is about either.  

Customer Reviews

Great record

Amazing pop/electronic release from the lead singer of Tough Alliance, from the same label who brought you Cut Copy, Tame Impala, Avalanches & more. Check it out!

Pushing Music Forward.

It's a fantastic vision. Pick it up now...before it's playing in your local Gap or American Eagle. I sense many remixes on the way.
Pick it up!


It's like a new wave electronic version of Queen. And thats a BIG compliment so i hope they read this.


Born: Gothenburg, Sweden

Genre: Alternative

Years Active: '00s, '10s

Initially known as a cryptic, small-caps-only electro-pop project, ceo was revealed to be Eric Berglund, one half of Sweden's the Tough Alliance and co-owner of the label Sincerely Yours, which included Memory Tapes, jj, Air France, and the Honeydrips among its roster. Berglund decided to work on a mostly solo project (with some help from producer and labelmate Kendal Johansson) after the release of the Tough Alliance's third album, New Chance. The single "Come with Me" preceded White Magic,...
Full Bio
White Magic, ceo
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Customer Ratings