Copenhagen-based trio Off Bloom move in the same circles as punk-influenced Danish pop artists like MØ and Liss, and it shows: they make punchy, radio-ready songs with a genuine streak of could-care-less attitude. On the title track of their upcoming debut EP Love To Hate It, they channel the gloom of unrequited lust into swooning synth melodies, a dance beat, and a teasing, explosive hook. “'Love To Hate It' is about chasing something you can't have and how the rejection can make you feel even more passion," the band explained to The FADER in an email. "And feeling desperate and alone can also be a fucking amazing feeling! You want to feel something! Even if it isn’t a productive or efficient thing, which you're constantly expected by society to be."
Of the intimate, DIY-feel video, they wrote: "We wanted to have our homies around to make it as chilled and real as possible." Director Nadia Marquard Otzen added, "We gathered a group of friends to come along with the band and headed to a house a couple of hours outside Copenhagen, to hang out for a couple of days. Sleep, eat and live together. I set up a bunch of scenes, but the idea was as much to be spontaneous and get inspired by the energy." Watch the result above.