On the occasion of Charli XCX’s rather sexy new music video for “Vroom Vroom”:
This one was one of my most anticipated releases of the first two months of 2016 because it’s not often that a mainstream artist (responsible for the massive hooks of massive songs Icona Pop’s “I Love It” and Iggy Azalea’s “Fancy”) starts up her own label dedicated to experimental pop and dives head-first into bubblegum bass, enlisting SOPHIE (more or less the de facto voice of the genre) and Hannah Diamond (more or less the de facto face of the genre). Especially when said artist’s pure-pop songs have been getting worse and worse.
Sidebar: all the covers so far of the label are of this gorgeous black and white sheen that I find irresistible, and not only did she get the sound right, she also got the video right too, using bubblegum bass’ penchant for cameos by flashing Hannah Diamond and A.G. Cook at us.
But only the title track is worth it, thanks to the momentous bass riff; the indelible choruses (“so let me riiiiiiiiiiiiiiiiiiiiide“); the sparkling texture that pops its head in during said choruses. The other three songs are all much slighter, scraping by with one detail each: Hannah Diamond’s hook on “Paradise”; the “Coming up!”-hook of the stitched together “Trophy”; the bridge of “Secret (Shh)” where Charli XCX does some of her best singing ever.