About

Flo the Duchess is a Dutch pop artist, songwriter, and producer from Gouda, with creative roots in Sweden. When Flo discovered that many of her favorite hits, such as “…Baby One More Time” by Britney Spears and “Firework” by Katy Perry, were written by Swedish songwriters, she left the Netherlands to study at the prestigious Songwriting Academy of Sweden. She spent two years there, fully immersed in Scandinavian hit culture, where she mastered both the craft and the language, blending Dutch directness with Swedish pop melodies and precision. During this time, she wrote music for clients including American Express (the UK summer campaign 2025) and Nicole O’Brien (Too Hot to Handle), and took classes from renowned Swedish songwriters such as Linnea Debb (“Heroes” by Måns Zelmerlöw, “Top Down” by Fifth Harmony).

As an all-round artist, Flo the Duchess writes her own music. Alongside her studies, she trained 15 hours a week in dance and acrobatics, shaping her distinctive visual identity. Her debut project, Metamorphosis, consists of 12 tracks and music videos, divided into three EPs: META (= change), MORPH (= form), and OSIS (= process). The project explores the journey of self-transformation through euphoric, high-energy, dance-driven pop music.

Drawing on her background in philosophy, studied prior to her move to Sweden, the project combines infectious hooks with themes such as identity, climate anxiety, technology, and generational change. In doing so, she follows the spirit of Stromae: dancing to your problems.

More than 60 collaborators from Sweden, the Netherlands, and the United Kingdom contributed to the project, while Flo independently produced the rollout and led the creative direction. Her work brings together dance, fashion, and theatrical storytelling into a cohesive pop universe, with a focus on surrealism, romance, and maximalism.

With her first release scheduled for May 2 at the digital art museum Remastered in Rotterdam, Flo is preparing to share this project with the world. During the event, she will offer insight into her creative process and present an exclusive preview of what’s to come this year, including never-before-seen visuals and behind-the-scenes content. The evening will conclude with a live performance alongside dancers from Divergent Movements, as the audience wanders through the colors of Van Gogh’s “Starry Night” in the immersive digital world of Remastered.

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