SHY Martin Can't Help But 'Forget To Forget' in Latest Video: Exclusive
Swedish singer-songwriter SHY Martin is keeping her relationship alive by putting aside the impulse to write it all off in the video for her single “Forget To Forget,” premiering exclusively on Billboard today (June 5).
The video, directed by Andreas Öhman (Tove Lo, Astrid S), covers the whole range of highs and lows in a push-and-pull relationship. Along with the tension of the couple’s constantly shifting dynamics, Martin gets introspective amid a picturesque Stockholm backdrop.
“The lyrics of the song revolve around my own experiences of making the same mistake over and over again in a relationship,” SHY tells Billboard. “Even though we both knew it was a bad idea, the moments we shared were so perfect that we both lost sight of the fact that we shouldn’t be together...I wanted the video to capture these mixed feelings and emotions."
The varied experiences amplify the snappy pop track while adding a sincerity to the underlying heart of the lyrics. Martin has made a name for herself as a songwriter for the likes of The Chainsmokers, Kygo and Bebe Rexha, and she once again turns ordinary issues into clear and compelling confessionals.
Check out the video for “Forget To Forget” below.