In the ever-evolving landscape of indie music, Friedberg has emerged as a force to be reckoned with. Formed in 2019 by the talented Anna Friedberg, the band has quickly captivated audiences with their distinctive sound and dynamic performances. Comprising members from diverse locations such as London, Berlin, and Austria, Friedberg’s unique blend of influences creates a fresh and engaging musical experience.
With the recent release of their new single “My Best Friend” and a highly anticipated debut album on the horizon, Friedberg is making significant waves both in Europe and across the Atlantic in the U.S. In this interview, Anna Friedberg delves into the story behind the band’s formation, their creative process, and the inspiration behind their latest projects. From the chaos of London Underground music video shoots to the exhilarating experience of touring with Giant Rooks, Friedberg’s journey is one of passion, innovation, and relentless commitment to their art.
Join us as we explore the inner workings of Friedberg, their thoughts on modern non-commitment, the chemistry that fuels their music, and their aspirations for the future. This is an intimate look at a band that is not only redefining indie music but also forging a deep connection with fans worldwide.
Friedberg was formed in 2019 by Anna Friedberg. Could you share with us the story behind the band’s formation? What brought each of you together, and how did you discover your shared musical vision?
I had written a bunch of songs in Joshua Tree, and when I came back from the U.S., I spent some time in London. I didn’t know anyone there at the time, and I wanted to have a band to play those new tracks live with. A friend recommended Emily, the guitar player, and Emily lived with Laura, the drummer, at the time. I bumped into Cheryl, the bass player, in a bar in Lewisham, and one week later, we rehearsed those new songs for the first time and played a secret gig in a pub in London.
The band’s lineup consists of members from various locations, including London, Berlin, and Austria. How does this diversity influence the band’s creative process and sound?
I think traveling to different places and meeting new people has always been the biggest inspiration for the writing and sound of Friedberg.
Congratulations on the release of your new single, ‘My Best Friend’! Can you tell us about the inspiration behind the song and what it was like working with Dan Carey and the Nüesch Sisters on this project?
Sure. The song is about non-commitment in modern life that I seem to experience more and more. And I’m not a big fan, as you can probably tell from the lyrics. Working with Dan was amazing. I knew it was going to be amazing when I first walked into his studio. We just started to jam with two guitars and a cowbell, and half an hour later, we had written and recorded the first draft of the song. I like that Dan works very quickly and really knows how to capture the energy of that first moment when you write something. Because if you try to recreate that later on, it never really has that same vibe again.
‘My Best Friend’ explores themes of non-commitment in modern society. Could you elaborate on the message you’re conveying through this track?
I feel like in all aspects of life, people tend to commit to anything less and less. Be it a party, relationships, or a simple dinner appointment. I’ve especially experienced this in the U.K., and I’ve also learned that, ‘let’s have dinner at some point’ means ‘let’s never have dinner.’
The music video for ‘My Best Friend’ takes place in the London Underground during rush hour, which sounds like quite an experience! What was the creative process like for developing the concept of the video with the Nüesch Sisters?
When Kim Nüesch first told me about the initial idea of having a rammed Underground and us amidst the chaos trying to perform the song, I thought it was genius. I then suggested bringing in the cowbell theme again (as there’s no Friedberg music video without the cowbell). I especially love the moment when the cowbell falls to the floor and I’m looking for it, crawling between the legs of all the passengers. It was super fun to work with them. The whole video was basically created by all my best mates, so I couldn’t have wished for more.
The chemistry within a band is crucial for creating great music. How would you describe the dynamic between the members of Friedberg, both musically and personally?
I think personally, as well as musically, we are four completely different characters with completely different tastes, styles, and priorities, which is quite funny. Together we cover loads of different things, which makes it so good and fun.
You’re currently on tour across the U.S. with Giant Rooks. How has the tour been so far, and what can audiences expect from your live performances?
The tour has been so amazing – we’ve built a completely new fanbase, who are getting our cowbell tattooed now! The crowds have been incredibly responsive, and it made it so fun for us to play. It’s super fun to play the new tunes live as well, and it’s so nice to see people sing along to our music.
Your debut album is set for release later this year. Can you give us any hints about what listeners can expect in terms of musical style and themes explored in the album?
Noooo, they should have a listen. I’m not going to say any more than that for now.
Your music has been described as having a distinctive sound that’s uniquely Friedberg. How do you approach experimentation and innovation while still staying true to your musical identity?
I’m trying not to think too much about what it should sound like, but just do whatever feels right for each song and have fun with it.
Friedberg has had some remarkable achievements, including having your single ‘Go Wild’ featured in FIFA 2020 and BBC’s Normal People. How do you feel about the reception your music has received from such diverse audiences?
Honestly, it has exceeded my expectations, especially that we got such a good response with only the second single. I couldn’t be happier about that.
Friedberg has garnered a significant following on social media platforms. How do you think platforms like Instagram and TikTok have impacted your music and the way you connect with your fans?
I don’t think it has influenced the music, but it has certainly influenced how you promote your music. Nowadays, as an artist, you not only have to make the art but also promote it yourself (or more or less). Social media has become a powerful tool for musicians to share their work and interact with their audience.
How do you navigate the balance between maintaining an online presence and focusing on your artistic expression?
It is a very hard thing to do because the online presence takes up so much time. It is also fun at times – especially when you’re on tour and you naturally have stuff to share. It’s a lot harder when you have to come up with something to please the algorithm. I try not to let it become too big a thing in my artistic life. And I also would like for that last bit of mystery to stay alive.
As a band that has already achieved success in Europe and is now making waves in the U.S., how do you see your music resonating with different audiences across various regions?
I have to say that the response we are getting in the U.S. is incredible and probably the most enthusiastic response we’ve ever received in live shows. So I would love to come back here for a headline show as soon as possible.
You’ve had the opportunity to perform at various festivals and venues across Europe and the U.S. Which performance stands out to you as particularly memorable, and why?
I think the tour with Hot Chip and the current U.S. tour as a whole were the most memorable shows so far. NYC, Chicago, and Montreal have always been amazing cities for Friedberg, but every show on this tour has been incredible.
With a busy schedule ahead, including performances at The Great Escape Festival and supporting Placebo, how do you balance touring and maintaining creative momentum for future projects?
Good question. I prefer to have blocks of just touring and blocks of just creating. My brain is already chaotic, so I need some sort of focus.
Finally, what advice would you give to aspiring musicians who are looking to form their own bands and make a mark in the music industry?
Trust your own gut. Always. No matter what anyone else says. Don’t give up. And find good management.
What are your aspirations for Friedberg in the coming years, and is there anything you’re especially excited about in terms of future projects or collaborations?
I’m most excited to release our first album this year. And I’m always super excited about live shows. So yes, it should be a good year.
