Marina & The Diamonds are ready to turn their audience quirky once more, with the upcoming release Electra Heart, a concept abum described by Marina Diamandis as ‘an antithesis to everything she stands for’, and explained the title derives a character who embodies ‘the lies, illusions and death of American ideologies involved in the corruption of self’.

She described Electra Heart in detail stating,

The point of introducing her and building a whole concept around her is that she stands for the corrupt side of American ideology, and basically that’s the corruption of yourself. My worst fear – that’s anyone’s worst fear – is losing myself and becoming a vacuous person. And that happens a lot when you’re very ambitious.’

She clarified Electra Heart won’t serve as an alter-ego by any means; interesting. She also commented all the album tracks will be given the visual treatment to complete the adventures of the given character. This is a superb spin on the concept, and will bring real life to her vision.

Judging by the gritty and somber sound of the buzz single ‘Fear And Loathing’, it seems Marina is going to explore different musical routes with this record (as well as different textures with her voice), already confirmed by how the official single is sounding, ‘Radioactive’, a heavily synthed pop number produced by Stargate (Rihanna’s ‘Only Girl’, Katy Perry’s ‘Firework’).

The production in ‘Radioactive’  is pretty high level, and even though Marina’s lyrics may seem a bit watered down this time, the style still remains unconventional, or at least distinct from what other artists are doing these days; the verses are extended within each chorus. It is funny how Marina labeled the album as an anti-thesis, and the sound of the single sounds like the complete opposite of what Marina would’ve ever recorded; she must be taking the concept album real seriously.

‘Radioactive’ sounds dancey and slightly Top 40 (oddly to a certain extent, it brings vibes of 90’s dance music), but what makes it stand out is how Marina managed to pull an unexpected card up her sleeve in terms of sound, and how she remains true to her displayed persona in vocal delivery. She sounds strong and consistent throughout, without forcing her range or under-performing as the song progresses; its quite brilliant, the song is quite a gem.

Look forward to Electra Heart, which by the sonics of the buzz and official single, sounds promisingly poppier. Marina & The Diamonds have come out their jewel box!

C.Perez

Electra Heart rumored to be released October 3rd.

Watch and listen to ‘Fear And Loathing’ and ‘Radioactive’ below! (Both follow the storyline of the Electra Heart character Marina is proposing for the album; she’s still obsessed with the mess America is)