![]() “Primadonna,” the album’s storming lead single (after “Radioactive” was declared a buzz track) released earlier in April, was the world’s official official grand introduction to Miss Electra Heart: “Get what I want ‘cause I ask for it, not because I’m really that deserving of it,” Marina declares across the song’s surging beat a colossal pop smash that most resembles Britney’s dub-pop masterpiece “Hold It Against Me.” (No surprises there–another win for Dr. Inspired visually by the camp of The Valley of The Dolls, as well as by ponderings about the new, instant mini-celebrity age of Tumblr, Marina began posing in ‘60’s retro couture-as a suburban housewife, an idle teen, a homewrecker, a beauty queen (all lovingly referred to as “The Archetypes”)–to personify the spirit of heartbreak threaded throughout her upcoming effort. Nonetheless, it bought Marina some extra time to suss out the finer details of her upcoming project. Whether a reaction to Marina’s partnership with the Norwegian dance-pop production duo Stargate, her new image or simply due to poor radio reception, the song was largely ignored by the general public. “Radioactive” never gained much traction in the UK, however–ultimately sputtering in at the lukewarm height of #25 on the UK Singles Chart. The clip followed the singer, now sporting that blonde wig, as she traveled America with a bad boy in tow, stirring up trouble in convenience stores and hotel rooms in the dusty deserts of the heartland. The first, called “Fear & Loathing,” found the singer snipping away her locks to a short black bob, and was soon followed by the clip for the campaign’s phenomenal (unofficial) lead single: “Radioactive,” still one of the best singles of 2011. The transformation into the Electra Heart era began over six months ago, as the singer started to release grainy webcam photos of herself sporting a platinum blonde wig (it’s since been dyed, and really more of a grayish white now), along with a video series. For shame!īut for those willing to look beyond the star-studded names and actually pay attention to the lyricism and songcraft found on Electra Heart, it’s obvious that Marina Diamandis is written all over her second studio album–an even stronger, more cohesive set than its predecessor. Luke, Diplo, Cirkut and Greg Kurstin are just some of the names involved–which has led many indie purists and/or music snobs to brand Marina a “sell out.” After all, here’s an artist who spent a good chunk of her first record working with indie-pop producers like Liam Howe, now stepping into the booth with the same producers who help shape radio smashes for Britney Spears, Rihanna and Katy Perry. Looking over the liner notes for this record, it’s easy to see that Electra Heart is a major powerhouse production– Dr. ![]() As she explained in an interview for the Electra Heart campaign, she finally gave into the idea of collaboration after meeting with producer Rick Nowels–which she called the best decision of her life. ![]() But after an extended period of solo writing sessions, she found herself unhappy with what was being produced. ![]() While crafting the follow-up to her 2010 debut, Marina originally turned down requests to head into the studio with bigger names. It’s been over two years since her debut, and Marina + The Diamonds is back with yet another identity crisis for her second go-around in the studio–and this time, she’s evoking a cold, cruel bitch named Electra Heart. “‘Oh my God, you look just like Shakira! No, no–you’re Catherine Zeta!’ ‘Actually, my name’s Marina,'” she sang on “Hollywood,” the second single off of 2010’s The Family Jewels. ![]()
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