Be The Bear: Bjork-infused Swedish Pop (Volvo winter commercial)

Be The Bear is a one-woman industry – a fiercely independent female artist and producer, writing and recording her own songs in her commercial studio in Gothenburg, home to her own record label Loud Attic Records and publishing company. Be The Bear’s debut single ‘Erupt’ is a spectacular representation of this young gifted Swedish talent, who has the confidence to create music in an uncompromisingly unique way.

The alias Be The Bear derives from Christina’s childhood fear of bears and recurring cold-sweat nightmares. “I used to dream about them every night, chasing me up old wooden staircases. When dreams come back again and again, I think it’s because you’re trying to deal with something. I wasn’t facing my fears and challenging myself.” Christina adopted the totem of the wild bear, creating a powerful musical persona for herself. When asked about Erupt, Christina states: “Erupt is my ode to new places in life and an invocation to the fearlessness in all of us. It’s about the learning experience of transporting strong emotions into something physical”.