There’s definitely something in the skyr. Last year, Iceland gifted Eurovision fans with Hatari and their BDSM inspired doomsday banger “Hatrið mun sigra” (Hatred Will Prevail). Now, it looks like our noisy Nordic neighbours are at it again.

Currently sailing through Söngvakeppnin (Reykjavik’s answer to Song for Europe) is the synth-pop stomper “Think About Things” by Daði Freyr and his band Gagnamagnið (The Data). 

The normcore short film for “Think About Things” showcases the most compelling choreography you’ll see this side of a Superbowl halftime performance, and has swiftly become a viral hit. 


The band have also caught the attention of native Eurovision TV hosts across the continent, including the UK’s very own Rylan Clark-Neal, who has tipped the track to do well at this year’s Eurovision Song Contest (ESC) in Rotterdam.

Perhaps more surprising is an endorsement from Oscar-winner Russell Crowe, giving the video a thumbs up and outing himself as a Eurovision stan by linking to a particularly niche Dutch ESC fansite.

What does Daði think about the attention from Hollywood royalty?

“I am 208cm tall, so I’m used to being noticed” he tells The Independent. “I’m getting a similar feeling to when I first competed in Söngvakeppnin three years ago. Nobody in Iceland knew who I was and overnight that all changed. 

“This is online so it feels a little more distant so I’m not sure what it all means. Russell Crowe tweeted the song… he’s the Gladiator!”

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The Data is a fictional band made especially for the contest comprised of Daði’s wife (on keys), two friends on bass and drums, and his sister on backing vocals alongside another friend. The family theme runs throughout the song.

“The song is about my daughter – she’s ten months old now so I’m starting to understand her a little better but in the beginning it’s weird because you love a person so much and have no idea what they think about you. 

“Also I’m just excited to know what she ‘thinks about things’ in general,” he adds. “She will probably have strong opinions about stuff that will challenge the way I have thought about life.”

The Söngvakeppnin final takes place on Saturday 29 February from 7.45pm and is free to stream for UK viewers here.



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