If the intersection of high-concept performance art and gritty warehouse rave had a reigning monarch, they’d likely look a lot like I’MMORTAL. The New York and London-based multi-hyphenate—producer, visual artist, and creative director—is officially back, and she’s brought a bewitching new visual for her latest single, ‘Floor Siren’, released this past January 23rd via IMMORTALITY.
Premiering on the taste-making platform Electronic Groove, the video is more than just a music supplement; it’s a portal into the eerie, high-octane world of an artist who has spent the last two years systematically dismantling genre boundaries.
From Orchestras to Acid
Hailing from California, I’MMORTAL’s journey to dance-floor dominance wasn’t exactly linear. Before she was clocking half a million streams on Spotify, she was a classically trained violinist, honing her composition skills in orchestras. That discipline, combined with a theater background and a deep-seated love for the synthetic production of EDM, has birthed a sound that is as technically precise as it is raw.
“I found a new love for acid sounds that will be carried over into my next tracks,” I’MMORTAL shares. “I also really had to put on my pop diva hat to write a super up-beat and untamed second verse.”
This “pop diva hat” sits comfortably alongside her avant-garde sensibilities. Influenced by a diverse pantheon—ranging from the ethereal melancholia of Lana Del Rey and Bjork to the industrial pop-perfection of SOPHIE and Lady Gaga—her music targets fans of both high-art and high-energy.
The Vision: Synesthesia and Identity
What truly sets I’MMORTAL apart is her audio-visual synesthesia, a neurological crossover where sound isn’t just heard, but vividly seen. This unique perspective transforms her creative direction from a mere artistic choice into a biological necessity, manifesting in a body of work that thrives on fascinating, often jarring dualities. Within her “campy” yet “eerie” visual language, she masterfully explores the cyclical nature of death and rebirth while navigating the constant tension between her classical upbringing and a glitchy, darksynth future. By seamlessly weaving her AAPI identity into this digital sphere, she creates a landscape where the natural world and artificial constructs collide, resulting in an artistic vision that is as deeply personal as it is otherworldly.
Her previous discography—including the debut tech-house hit ‘Versace Spaceship’ and the darksynth-reworked ‘Uncanny Valley’ (which earned a nod from NPR Music)—set the stage. But ‘Floor Siren’ is a different beast entirely.
Decoding ‘Floor Siren’
While her previous singles like ‘KILLED U IN A DREAM’ leaned into a slow-burn, glitchy atmosphere, ‘Floor Siren’ is a high-BPM jolt of pure adrenaline, functioning as a four-on-the-floor anthem fueled by restless acid elements and seductive, whispered chants. This raw energy is perfectly captured in the accompanying video directed by multi-medium maestro Kaiuna O, which showcases a masterclass in movement through a blend of pole and floorwork that serves as a physical manifestation of the track’s title. By leaning into the “shadowed and grotesque” depths of club grit while maintaining a fresh femininity, the visual provides a liberating exploration of sensuality that feels both invigorating and dangerous, ultimately standing as a bold statement of empowerment.
With praise from heavyweights like DJ Mag Spain, CLASH, NOTION, and Wonderland, I’MMORTAL is no longer just an emerging name; she’s an established powerhouse. If ‘Floor Siren’ is any indication, the future of dance-pop is looking darker, louder, and more intoxicating than ever.
Follow I’MMORTAL:
Instagram – Facebook – Soundcloud – Youtube – Spotify
Subscribe to the hottest new podcast on YouTube. The Connected Podcast by The Chrd Magazine.
