London Alt-Pop/Electronic Artist SALT ASHES tackles anxiety/insecurity in “Too Many Times” video
“A pop star with immaculate self-governing credentials, equal parts charty and arty.” – The Guardian
“Her trademark blend of dance music with darker themes comes across loud and clear…” – BillboardUK Alt-Pop/Electronic Artist
SALT ASHES
Releases Song/Video For “Too Many Times”
Tackling Anxiety and Insecurity
“There were a few tears along the way, but I did it and I’m really proud”
– Salt Ashes
JUNE 23, 2021 (London) — Hotly tipped UK-based alt-pop/electronic artist SALT ASHES has released her highly-anticipated and eagerly-awaited new video for her single “Too Many Times“; the latest product of her mission to bring a refreshing and dark edge to the world of dance music. Featuring gorgeous, self-styled choreography with her signature sinister edge, the video tackles a childhood belief that she harbored as a young girl that grew into adult struggles with mental health.
photo credit: Rio Carciero
“The instrumentation of ‘Too Many Times’ reminded me of one of those musical jewelry boxes with a spinning ballerina inside, which is what inspired the doll idea for me,” Salt Ashes (real name: Veiga Sanchez) explains about the percolating pop of the instantly-captivating single. “When I was little, I used to imagine those ballerinas had real people stuck inside of them, which got me thinking that that’s what I feel when I’m suffering from intense anxiety… like I’m trapped inside my own head and can’t get out. The reality is that it’s only me that’s trapping myself!”
Segueing that adolescent fantasy to adulthood and the psychological trappings that come with growing up, Salt Ashes adapted that idea and transposed it into her Twilight Zone-esque video. “This was one of those videos that I really put guts, blood and tears in,” she recalls. “Considering the song is about my anxiety and the moments when I sometimes feel pretty rubbish about myself, I thought this would be a great moment to prove (to myself) that I’m not rubbish and I can achieve great things when I just push and don’t give up. So I ended up writing, directing, producing, choreographing and styling the video plus making the doll wig… There were a few tears along the way, but I did it and I’m really proud.”
Salt Ashes burst into the dance music scene with her first full self-titled debut album in 2016, produced by the late Daniel Fridholm (AKA Cruelty), which quickly gained popularity with music fans worldwide. She became renowned for her signature dark songs and melodies with a zeitgeist club sound, many of which were inspired by Giorgio Moroder’s blend of disco and epic dark atmospheres.
She has since released a string of successful singles, including “Girls,” “Go All Out,” and “Totally Faking”. She kicked off 2019 with a live performance and Q&A at Apple’s flagship store in London, where she also debuted the music video for her single “Don’t”. In 2020, she released her debut EP counting crosses; her most dynamic collection of songs yet, as well as standalone single, “Cut You With A Kiss,” a song she says is about “questioning the integrity of someone’s new girlfriend and believing that she isn’t good for them.” That single reached #19 on the UK iTunes Pop Single Chart and #40 on the iTunes Overall Singles chart. She’s currently working on her next release which is planned for later this year.
Salt Ashes is Veiga Sanchez. “Too Many Times” is available now on DSPs here: https://lnk.to/TooManyTimes
