Alice Jemima - Serious

What this video is

Released in March 2020 alongside the album 'Everything Changes' (Sunday Best Recordings), 'Serious' is Alice Jemima's meditation on social-media performativity and the erosion of authentic friendship. The song and video arrive at a moment when UK independent pop was grappling overtly with the psychological costs of online identity — a theme that gained immediate resonance as the global pandemic of 2020 accelerated…

Why it matters

Represents the mature phase of UK bedroom-pop's transition into streaming-era indie production: lo-fi warmth retained as an aesthetic choice rather than a budget limitation. Jemima's minimalist electro-folk template — classical guitar sensibility fused with looped electronic beats — was a defining…