Rising star and Swedish musician Aida Lae has dropped her latest single '90's Baby', a track that draws nostalgic inspiration from 90's R&B music with it also paying homage to iconic music videos such as Destiny's Child's 'Bills, Bills, Bills' by portraying a neon glowing beauty salon.
Directed by India Rose Harris, the nostalgic anthem's visuals shows old-school cutaways through pink lava lamps, as well as holographic silver rooms. Said to have wanted to incorporate all the things that made her happy and passionate growing up, she also wanted to include 90s dance choreography with modern twists. Her previous musical endeavours had attracted the attention of personality Maya Jama who features in the music video, as well as choosing this track to soundtrack her MIJ Masks skincare campaign.
Inspired by an array of pop legends such as The Spice Girls, Rihanna and Aaliyah, Aida fuses her 90s and 00s influences with her own personal touch of R&B and pop. From growing up in a small town in a non musical family, she started to sing at age 11 and wrote her first song. After turning 19, she moved to Stockholm to pursue her musical dreams and connect with a handful of producers to establish her own sound.