In the vein of recent List Picks Flight Facilities and Deafkid, we’re returning to an artist who has taken the past three years to rediscover themselves and the kind of music they wanted to make. It was after the release of his well-received I Am Not Hugo EP, that the Swiss artist HUGOwho embarked on this journey of self-discovery. One location and time that affected this searching musician the most was London and here he reflects on that experience: “My life changed a lot since I moved to London because all of the sudden I was alone, disconnected," he explains, "but it made me feel and think a lot about myself and my music. It's not about playing some crazy chords and be like super fancy about it. I want my music to be simple and powerful. in order that as many people can relate to the feeling.” While the debut EP was never over-complicated in terms of production or style, HUGOwho takes further steps into understated cool with brand new single ‘Holding On’. Throughout the song, fresh synths, restrained electronic beats and - of course - HUGOwho’s distinct vocals come together as a fluid, dreamy piece of minimalist pop. Sensitivity is at the core of this track, which is “about loving someone too hard while realizing to let go of everything in order to grow individually and together.” This idea of “holding on too long”, as heard in HUGOwho’s lilting falsetto is something we can all relate to, whether that be an attachment to a person, work, a way of life and so on." The single is also accompanied by mesmerising visuals directed by Markus Rico and HUGOwho, which despite the coastal daydreaminess has a shocking, possibly transformative end. - HT