Daði og GagnamagniðMusic and family are the most important things in the world to Daði Freyr. It’s what drives him forward, what inspires him, and what keeps him rooted in Iceland and the close-knit communities he has always adored.
An artist who obsesses over the intricate craft of the pop song, Daði is a student of Eurovision. Working with the group Gagnamagnið – which translates as ‘data plan’ - their song Think About Things radiates with all the joy and unity the competition can provide, while also offering something deeply authentic and new.
It all started in his small Berlin studio: Part of the Icelandic diaspora, Daði takes a part of the island with him wherever he goes. Think About Things was directly inspired by becoming a father and by changes in life; things that brought him closer to those around him. His wife, Árný Fjóla Ásmundsdóttir, is on the keys, and his 2 sisters provide backing vocals. Daði even borrowed a vintage microphone from his father – a noted sound engineer – to help get the perfect sound. ‘Think About Things’ is an irresistibly joyous song that not only connects Europe; it also links three generations of his own family. Think About Things is impeccably pieced together, from the layered breakdown to the tongue in cheek wind machine section. The song is designed to be seen by the world, all part of his complex masterplan, coupled with the stunning live performances and the viral video.
Daði worked with Icelandic director Guðný Rós Þórhallsdóttir and cinematographer Birta Rán Björgvinsdóttir to bring his dream to life. The family-based performance clip self-consciously plays within Eurovision rules – instruments cannot be plugged in onstage – while offering something jubilant and gently triumphant. Humble focused on the music, Daði Freyr ends the song as he begins – surrounded by his family, reaching out to Europe.