Marina And The Diamonds is doing things a bit differently this time around.
With her last album campaign, the Welsh singer-songwriter donned a wig and created a cold-blooded, home-wrecking alter-ego named Electra Heart. It was a flawless pop record, but in a very in-depth interview with The Line Of Best Fit, she explained that the “Primadonna” girl gig was a one-time deal: “I already knew what I wanted to do with my third record. I already knew it was going to be completely different…I was really grateful for the experiences and opportunities that Electra Heart gave me, but I will never do it again. It was very early on that I understood that.”
By late last summer, Electra was dead.
Ever since Electra passed, Marina’s been hard at work creating a more concentrated, “more reflective” set of goods called Froot, produced entirely alongside David Kosten (Everything Everything, Bat For Lashes).
And the roll-out of the upcoming record is perhaps the most unique part: Rather than dropping a few singles, Marina’s starting a “Froot Of The Month” club, with which she’ll be suppling us with a new song (sorry, FROOT) each month until April, when her album will be released in full.
My new album is called “FROOT.” I’ve come up with a plan which I hope you’ll love, it’s called “Froot of the Month”… When you pre-order “FROOT” I’ll send you a new track every month up until album release. So, 6 new “Froots” over 6 months. Our first “Froot of the Month” = Grape! You’ll get the song “Froot” right away when you pre-order the album on iTunes, Amazon or on my Official store (you can find links on my Facebook page). I want to create an experience we can all take part in together, so no matter where you live in the world you’ll all recieve the same track on the same day. 21ST CENTURY FEELS SO GOOD.
And as for the sound? A little more like her debut album The Family Jewels, evidently: “It does feel like a very natural progression from where I left off on the first record. I see Electra Heart as the anomaly…. it is kind of like rock…but with pop. I guess it’s an alternative pop record,” she told TLOBF.
You’ll need to read the full interview to ‘get’ where Marina’s coming from now and where she sees Froot going in the next few months — but she certainly seems to be in a better mental space.
So, get excited: Your music collection is about to get even FROOTier.
‘Froot’ will be released on April 6. (iTunes)