Morabeza Tobak is a little tobacco store by the neighborhood Mariatorget in Stockholm, Sweden. And they’ve been the beneficiaries of a significant amount of free advertising recently, as their name has been borrowed (with a slight translation change) by Swedish pop duo Morabeza Tobacco. Gustav and Vanilla met when he saw her DJing at an underground club in Norrköping and was blown away by her set. Introductions were made, songs were swapped online and they decided that their shared musical taste made collaboration seem a worthwhile endeavour.

Out of that collaboration came ‘TTYL’, a song that’s since racked up over 1,300,000 streams, been featured on sites like The Line Of Best Fit, GoldFlakePaint, Pitchfork, GorillaVsBear and more. And in a slightly more left-field bit of appreciation, it was also played by the Irish actor Cillian Murphy when he sat in for Iggy Pop on Pop’s BBC 6 Music show.

When you listen to ‘TTYL’, it’s easy to see why the song was so quickly picked up by the alt music scene’s cultural curators. ‘TTYL’ sounds like the sun setting, its lo-fi, analogue air giving it a nostalgic warmth, an old, frayed-VHS charm...

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