Laufey has released a visually ambitious music video for her latest single, “Madwoman,” assembling a high-profile cast of Asian and Asian-American figures to challenge the curated nature of celebrity. The project, which blends cinematic storytelling with a sharp critique of public perception, serves as a cornerstone for the deluxe edition of her recent album, A Matter Of Time.
The Laufey Madwoman music video is not merely a promotional tool but a deliberate exercise in representation. By casting a diverse array of talent from the worlds of Olympic sports, prestige television, and global pop, the Los Angeles-based, Icelandic-Chinese artist aims to fill a void she experienced during her own upbringing. The video was filmed in Los Angeles in the weeks leading up to Laufey’s highly anticipated debut performance at the Coachella Valley Music and Arts Festival.
Directed by Warren Fu—whose portfolio includes work for Daft Punk, The 1975, and Dua Lipa—the video explores the tension between a “picture-perfect” external image and the internal complexities of fame. Fu uses the star-studded ensemble to pinprick the artifice of the celebrity world, suggesting that the polished veneers presented to the public rarely reflect the full human experience.
A curated cast for a new era of representation
The casting of the “Madwoman” video is a strategic intersection of different cultural touchstones. Rather than sticking to a single industry, Laufey integrated figures who represent excellence across various disciplines, emphasizing a broader definition of Asian-American success.
Among the featured talent is Lola Tung, who has gained widespread recognition for her lead role in the Amazon Prime series The Summer I Turned Pretty, and Hudson Williams, known for his work in Heated Rivalry. The video also features Megan Skiendiel of the global girl group KATSEYE, bridging the gap between Laufey’s jazz-influenced pop and the modern K-pop inspired global sound.
Adding a unique dimension to the cast is Alysa Liu, a US Olympic gold medal figure skating champion. Liu’s inclusion expands the video’s reach beyond the entertainment industry, grounding the concept of “stardom” in athletic achievement and discipline.
| Name | Primary Field | Notable Project/Achievement |
|---|---|---|
| Lola Tung | Acting | The Summer I Turned Pretty |
| Alysa Liu | Athletics | Olympic Gold Medalist (Figure Skating) |
| Megan Skiendiel | Music | KATSEYE |
| Hudson Williams | Acting | Heated Rivalry |
The emotional architecture of ‘A Matter Of Time’
The song “Madwoman” is a key addition to the deluxe edition of A Matter Of Time, a release that expands upon the artist’s existing body of work with four new tracks. While Laufey is often celebrated for the “gorgeous” and “gleaming” quality of her vocals, this latest project introduces a more nuanced, darker emotional palette.
Laufey has described the sequencing of the album as a narrative arc that mirrors the lifecycle of a romantic relationship. According to the artist, the record begins with the hope and apprehension of a first date and gradually descends into a state of anxiety and eventual collapse.
“Notice parts of me that come out in this album that I didn’t dare to set out in the last few,” Laufey said. “The way the album’s sequenced is it starts with this hope and a little bit of fear of love – it’s a first date. And then as the album progresses, it falls more and more into anxiety, and falls apart.”
This thematic shift is evident in tracks like “Mr. Eclectic,” where Laufey utilizes a bossa nova swing and backing vocals from Clairo to dismantle the pretensions of “poetic” suitors. The juxtaposition of light, airy melodies with lyrics that “eviscerate” pretentious behavior marks a departure from her earlier, more purely romantic compositions.
Bridging the gap in media visibility
For Laufey, the “Madwoman” video is a personal milestone. The artist has been vocal about the lack of visibility for people of her heritage in the music and media landscapes during her formative years. By creating a space where Asian and Asian-American talent are centered, she is intentionally crafting the imagery she wished had existed for her as a child.
“Growing up, I felt a general lack of representation for people who looked like me in music and media. With the ‘Madwoman’ video, I wanted to be that representation. The result is what honestly feels like my absolute dream video and exactly what younger Laufey would have loved to see.”
This commitment to visibility coincides with a period of rapid expansion for the artist. Beyond her visual projects, Laufey has continued to blur the lines between traditional jazz and contemporary pop culture. This is evidenced by her recent appearance alongside Jeff Goldblum during the opening night of her UK arena tour and her orchestral cover of Joni Mitchell’s “Both Sides Now.”
Laufey’s influence is also extending into digital spaces. She was recently announced as a headline act for the Fortnite Festival rhythm game, signaling her transition from a niche jazz revivalist to a mainstream cultural force capable of engaging Gen Z audiences across multiple platforms.
As the deluxe edition of A Matter Of Time continues to roll out across streaming and physical formats, the “Madwoman” video stands as a testament to the artist’s growth—both as a musician and as a curator of cultural representation. The next confirmed milestone for the artist remains her ongoing international tour dates, where she continues to bring her orchestral arrangements to arena-sized audiences.
Do you think the “Madwoman” video successfully challenges the celebrity image? Share your thoughts in the comments below.
