'’The storming synth-pop artist has a unique voice, matching her lyrical prowess to a brooding digital template’ - CLASH
“A truly stand-out alt-pop cut, we’re excited to see what’s next from this inspired artist” - Earmilk
“With her soft yet raspy voice, almost whispering, she tells a story about attraction doomed to end badly” - Kaltblut Magazine
'An unapologetic call-to-action' - The Line of Best Fit
Returning this July with a haunting and potent follow-up to her critically acclaimed single ‘Jeopardy’, London-based alt-pop innovator JYLDA is on top form with ‘Impulse’. A track with a palpable air of tension throughout, built from the rousing, anthemic drum section. It’s a production that expertly delivers JYLDA’s trademark future-electronic style.
Exploring the road less travelled, JYLDA (real name Gianna Gehlhar) has been across Europe experiencing different musical cultures to build her own unique sound. Growing up in Germany, she’s spent periods of her life living in California and now resides in London, where she’s curated a spellbinding live show. She launched her project in 2019 with an effervescent collection of experimental-pop tracks that were praised by the likes of Clash Magazine and Kaltblut. Complementing the release, she then dropped two outstanding visual accompaniments for ‘Torrential River’ and ‘Reeled’. Her last single ‘Jeopardy’ cemented her place among the most exciting new artists in the alt-pop space, garnering critical praise from The Line of Best Fit, Earmilk, Bristol in Stereo and across Spotify’s playlist network.
Her new single ‘Impulse’ continues her remarkable talent for leftfield electronic-pop gems. Working alongside classical composer Marino Arcaro, the track is built on a sultry vocal line, the production adds elements of unique orchestral percussion, vigorous strings and analogue synths. Speaking on the new single, JYLDA states:
The song is about a dark romance, full of poisonous adventure. A cruel childish game; wild, masterful distraction with no direction. Fascinating and daunting at the same time. The motor of it is the unsolvable riddle: What’s behind the other person’s actions? What is their impulse?
I’ve been captivated by this dynamic, by going in circles, being drawn in by the tension of uncertainty. At some point you will know that, at the core of it, they are just as full of confusion as you are. If you watched from afar, you would see them as an ever-repeating reflection of the past, trapped in their own system of push and pull. And maybe they never even really knew what their impulse was in the first place.