In today’s alternative pop scene, where geographical borders and musical patterns are rapidly melting away, those old, glossy, and artificial pop formulas are gradually leaving their place to intimate and unfiltered confessions rising from bedrooms. Originating from Naarm—the Indigenous Australian name for Melbourne—queer and non-binary artist chloe: the brand stands right at the heart of this aesthetic transformation, creating an atmosphere that is unpretentious yet internally massive. Building a striking universe for themselves at the intersection of indie pop, bedroom pop, and cinematic electronica, the artist draws the listener into a hypnotic dream with their new single “London,” where fragility is used not as a weakness, but as a form of artistic resistance.
Rather than leaning on those massive explosions, raw crescendos, or cheap musical peaks to which mainstream pop is accustomed, “London” calmly glides through a fluid soundscape adorned with shimmering synthesizers and hazy textures. Processing melancholic themes such as physical distances, search for identity, and disconnected emotional bonds with exceptionally serene yet equally deep vocals, the track captures those twilight moments where memory and possibilities blend into one another. Having already caught the radar of prestigious platforms like the famous discovery network triple j and Rolling Stone AU/NZ, and becoming one of Australia’s most unique new voices by sharing the stage with formidable names like Mia Wray and Telenova, chloe: the brand offers the listener a flawless emotional space to project their own personal longings, homesickness, and heartbreaks with this song.
The finest aspect of new-generation alternative pop is that rather than presenting an artificial and performative show, it places inclusivity and genuine feelings at its center. This is precisely why “London” stands out as a track that deserves to be listened to deeply, alone with headphones. The song’s music video—brought to life through a collaboration between triple j Unearthed × NIDA and garnering great visual acclaim—proves once again how cinematic storytelling in today’s independent music multiplies the soul of a song. As Australia’s independent music ecosystem evolves, we witness how identity and atmosphere, when combined, can transform into a whisper that is both deeply personal and universal.
No-26 Note
Making a song titled “London” coming out of the hazy streets of Melbourne actually summarizes the bitter melancholy of emotional distances rather than a geographical map. Refusing to surrender to the false and over-polished perfectionism of pop music, chloe: the brand demonstrates how healing raw emotions and appearing just as you are can be. It is time to get lost in this cyber-romanticism, which will suit night walks wonderfully.
To get to know this enchanting voice reshaping Australia’s alternative music landscape more closely, to visually share in the cinematic world of “London,” and to catch their upcoming tour schedule, you can follow the artist’s official Instagram page right away and let yourself go with this naive wave.
