Sigrid revels in her rule-bending pop vision on The Hype
"The Hype"
Firmly pushing the boundaries of what to expect from the Norwegian singer, The Hype lives up to its name.
If there’s one thing that Sigrid has mastered over her time in the spotlight, it’s a formula for creating vibrant pop hits that are guaranteed to result in at least a few air punches being thrown in any given club scene. After her second album How To Let Go last year, The Hype EP sees the breakthrough star continue to deliver her signature feel-good bangers, alongside leaning into an experimental side of her artistry.
Only four tracks in length, the record’s thematic scope was always going to be somewhat limited. To then adopt the inarguably cliché heartbreak to growth storyline was undoubtedly a bold move - and yet, The Hype still manages to offer an refreshing and authentic take on the world around us.
Title track and lead single “The Hype” kicks off the record with a typically Sigrid offering. Propelled forward by a cascading wall of synths, introspective lyrics wrestle with imposter syndrome and social expectations. Defiantly uptempo, it showcases the ambient electropop sound that first shot the Ålesund native to stardom in 2017. Despite her whirlwind seven years in the spotlight, there remains a vibrant sense of youthfulness that lies at the heart of Sigrid’s artistry. On “Borderline,” this couldn’t be clearer – capturing the euphoria of young rebellion through a landscape of soaring vocals, driving drums, and a retro bassline, it’s a slice of pop delight.
Taking a step away from highly produced dance hits, “Ghost” sees the 27-year-old explore a more minimalistic approach. Backed only by lilting guitar strums and foot-tapping beats, emotionally literate songwriting details the gut-wrenching process of losing yourself in longing for someone else. “Look at me now, just a shadow / Of who I once was,” she lays out. The sonic exploration continues with country-infused “Wanted It To Be You.” A far cry from the sound that made a name for herself, Sigrid channels her inner-Shania Twain as she comes to accept the reality of a relationship not working out. Providing the listener with a final glimmer of hope, it’s a satisfying round off to the versatile body of work.
From synth-pop, to pared-back folk sounds, to country inspirations; The Hype sees Sigrid broaden her artistic vision while remaining true to her roots.
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