Madden - Alive

What this video is

Released in autumn 2016 via Warner Music Norway, 'Alive' was Madden's (Marius Ygre Njølstad) second single and marked his debut as a vocalist on a recording. The video taps into a well-established Scandinavian tradition of fusing extreme outdoor sports with popular music, reflecting Norway's deep cultural investment in winter sport identity. By anchoring the video in Lofoten — one of Norway's most visually iconic…

Why it matters

Represents a defining example of mid-2010s Scandinavian electronic pop video aesthetics: emotive synth-driven production married to cinematic outdoor action-sport imagery. The video helped position Norwegian independent electronic artists as capable of producing visually ambitious content…

The director

Field Productions is an Oslo-based Norwegian production company founded by Filip Christensen in 2003. The company specializes in sports and nature documentary filmmaking. Their feature films Supervention (2013) and Supervention 2 are among the most-seen…