Avant-garde pop creator Haich Ber Na continues his journey into extraordinary sounds with the hazy new track ‘Think About It’from upcoming EP ‘From Then ‘Til Now’ out early 2021.
Hailing from Peterborough, Haich Ber Na attended UAL as a graphic design student where he began taking his journey as an artist seriously. The self-taught musician began in rap and grime production, eventually shifting to avant-garde electronica in 2017, working with the likes of Joy Crookes, Elheist and MTMBO.
Moving on to write and produce his solo material and self-direct his visuals, he released his sophomore EP ‘Everywhere’s Home’ in 2019, an exploration into belonging and identity, with imagery inspired by Quasar Khanh and Stanley Kubrick that received praise from Nowness and Boiler Room 4:3.
He performed a sold-out gig at Sebright Arms in February which was followed by ‘By Floras’, released a couple of months later, a disjointed and urgent cut that premiered via hologram performance, with a co-sign from the Zane Lowe Show, Beats 1.
His genre bending experimentalism has caught the attention of both underground and mainstream music circles, with praise from The Guardian, i-D, Mixmag and The Face.
Previous single ‘0594 Help’ came with the announcement of a new direction for Ber Na, a collaboration of experimental pop and funk with explosive electronic elements.
It came alongside a visual that Fader described as capturing “MTV 90’s funk,” with help from cutting-edge arts hub HQIand Mansions of the Future.
Once again, they team up for the visual of new track ‘Think About It’, transforming a recording studio into a karaoke booth where we share an intimate moment with a diehard fan as he goes through a psychedelic experience whilst performing the song. Haich Ber Na is re-imagined, post-fame, appearing on the screen.
“I find it interesting that as artists we put so much effort and seriousness into our work and how it’s perceived. But eventually, especially in pop music, your work can end up looking and sounding different and be used for a completely different purpose,” Haich ponders.
“The concept for the video came from me thinking about how bad some “official lyric videos” are, and how I could make one where people might watch until the end.”
‘Think About It’ was written, recorded and produced by Ber Na at his home studio based in Lewisham, South London. With additional production by bandmate True Diesel and mixed by seasoned sound engineer Edmund Irwin-Singer (Glass Animals). “Me and my cousin Daniel James, who’s based in the US and is also a musician, wrote the chorus about 10 years ago,” he explains, “the song is about someone wanting to follow their dreams but being worried it won’t work out.”
HQI is an experimental artist run cultural arts hub based in White City, providing free access to arts, recording and exhibition space. With artists in fashion, graphic design, illustration, music and visual art, it is redefining community space and enlivening areas in need of cultural activation. After working on audio-visual projects with Haich Ber Na within the space, HQI have now created an unorthodox label model, to help artists release music on their own terms.
With his constant and playful evolution, Haich Ber Na is giving lessons in how to push the boundaries of pop music.
‘Think About It’is available on all online platforms from 18th November, via HQI.