Marina and the Diamonds is gearing up for her return to music, and the follow-up to 2012's Electra Heart, with new single Froot.
Still playing in the electro-pop field established with her last LP, Froot sees the Welsh Diva devolving the contemporary take offered there, for a fresher, retro sounding one. The resulting track isn't too far away from what I'd imagine a collaboration between Marina and Hot Chip to sound like.
What hasn't changed is the Diva's slightly morose delivery and liking of warm harmonies. You'd almost expect a production like this to have processed vocals to compliment and accent the sound, but her voice remains untouched. A potentially smart move by the Diva, as it offers fans initially unsure of this changed video game-esque landscape something to cling to while they adjust.
Whether fans will go for this sound or not, only sales will tell. However, being the visual artist that Marina is, I for one can't wait to see the accompanying video for this song. I have feeling only then will my mind really be made up on Froot and the direction of this third album.
Rating:B-
Thoughts?
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