There’s a version of pop right now that feels overthought. Too polished, too calculated, trying to hit instead of actually feeling like something. Sjana Rut is not doing that.
On “Burn The Matches,” the Icelandic pop artist leans into something way simpler and honestly more effective. Joy. Real, unapologetic, slightly nostalgic joy that feels like it’s coming from someone who actually needed to find it again.
From the jump, the track is built to stick. Bright melodies, playful production, hooks that feel immediate without being cheap. It taps into that early girl-pop energy where music wasn’t trying to prove anything, it just wanted you to feel something. And it works because Sjana doesn’t overcomplicate it.
Lyrically, the message is clear. Let go. Move on. Stop holding onto things that have already burned out. But instead of framing that as some heavy emotional purge, she flips it into something empowering. “Burn The Matches” becomes less about endings and more about choosing yourself without hesitation.
Vocally, she carries the track with a lightness that never feels empty. There’s personality in the delivery, a sense of play that makes the whole record feel alive. It’s confident, but not in a forced way. More like someone who figured something out and is finally enjoying the result.
What stands out most is the intention behind it. This is not just another pop release trying to ride a trend. It feels like Sjana Rut is reconnecting with why she makes music in the first place. That sense of rediscovery runs through the entire track and gives it replay value beyond the surface.
Coming off her journey from The Voice Iceland to building a catalog across genres, this moment feels like a reset in the best way. Not starting over, but stepping into something more aligned. Fun, freeing, and actually honest.
“Burn The Matches” does exactly what it’s supposed to do. It makes you feel good. And right now, that’s way more powerful than it sounds.
A lot of pop right now feels calculated. Yours feels instinctive. Did you have to unlearn anything to get back to that sense of fun?
I got rid of the over-thinker on my shoulder and allowed the songs to become what they want to be; that way, the music comes more naturally and ultimately becomes more fun!
“Burn The Matches” is about letting go, but it doesn’t sound sad at all. Why was it important for you to frame moving on as something joyful instead of painful?
I decided to let life come from me instead of at me. It makes life easier and more joyful, and I want my music to reflect that. I think focusing too much on the pain keeps you stuck.
You lean into nostalgic girl-pop energy without making it feel dated. What do you think that era got right that pop today sometimes misses?
Pop music used to be more innocent in ways. Although pop music has always followed a certain formula, older pop music just feels different- it was allowed to be campy and creative and just overall more fun. When music is over-packaged and too polished, it loses its soul.
You’ve explored different sounds across your career. Does this release feel like you’ve finally landed on your most authentic version, or are you still evolving?
I think this music feels more like an era than my previous work. I definitely think I’m landing somewhere, and in that sense, I’m laying a foundation for future projects!
You talk about rediscovering the magic of music. Was there a moment where you felt disconnected from that, and what pulled you back in?
I think most of us tend to feel disconnected from our passions at some point and lose that initial spark and even doubt what we’re doing. I fought that by tuning into my childhood memories and the ‘why I fell in love with music’ in the first place. The answer was: to stop overthinking and enjoy the process – it was that simple!