After teasing us for weeks with colorful new imagery, even a new song—Welsh electropop singer/songwriter Marina and The Diamonds OFFICIALLY launched her new album era earlier today by unveiling the video for first single, “FROOT” as well as some details about her upcoming third album, (also called) FROOT out April 6th worldwide (679 | Neon Gold | Atlantic Records). For a lot of insight into the making of FROOT and the death of Electra Heart (*TEARS*) (her near-PERFECT 2nd album and associate persona) check out this fantastic interview in The Line Of Best Fit.
The video for “FROOT” was directed by Chino Moya and features a STUNNING Diamandis dressed to the nines (80s-style) and drenched, in what looks like some kind of retro glam Instagram filter. The video follows the official release of the song on the singer’s birthday (October 10th) which included a colorful audio clip on YouTube, animated by Bill Richards. “FROOT” was written by Diamandis and produced by David Kosten, who fills the role of on the entirety of the album. Not nearly as commercial-sounding (at least not by U.S. pop radio standards) as anything we heard on Electra Heart, this new offering from Marina and The Diamonds appears to inhabit a soundscape somewhere in between album’s No. 1 (2010’s The Family Jewels) and No. 2. Hayden Manders from Refinery29 praises Diamandis’ for “FROOT“‘s “tongue-in-cheek wordplay” (citing similarities with The Family Jewels) and the “decidedly danceable production” (as heard on Electra Heart). My thoughts exactly. “FROOT” is both satisfying and leaves you wanting more—more bite-sized morsels from the album of course.
Check out the track list, album art and video for FROOT below. If you pre-order it you will get access to a different track every month until the album’s April release so go do that! Pre-order FROOT on iTunes, Amazon or get yourself an autographed copy from Marina’s official store (vinyl available too!).