According to their Facebook, you pronounce the name hue-gah, though of course that could just be the Birmingham dialect pronunciation of nes West Midlands-based outfit Hygge - and not one of at least half a dozen other variables. According to main man Jay Stevens, it's a Danish word that loosely describes "the feeling one is given from intimate moments with friends or family, content and peaceful."
Whilst we're not sure how much clearer that makes things, what is crystal is that the Hygge collective made up of Stevens (bass/synth), Alex Dodwell (guitars/drum machine), Josh Cunningham (guitars) and Jack Newbold (vocals), have managed to produce an interesting three-minute debut track in 'Ladybird'.
There's a restrained R&B-like sound that is underpinned by some intricate guitar flourishes, pulsing electronic elements and Newbold's soul vocal.
Stevens tells us he is aiming to keep things fresh with each track, and Is looking at veering more into dance territory next time. Watch this space.
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