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Genre-shifting YouTube star turned pop singer Poppy’s fifth studio album, Zig, merges darkwave and industrial metal, a concoction that relies far more on electronics than guitars. The first half of the album sticks to more or less the same electronic churn and tinny production style, including distant drum programming and synthetic keyboards that keep whatever passes as emotion in Poppy’s world at a slight remove.
Throughout, the singer spits tough talk that sounds like it could be aimed at an ex, music industry execs, or maybe both. Unfortunately, it too often comes across as posturing: “Life is a commercial for death/Anger is something I work to manifest,” Poppy sings on “Church Outfit.” This goth-tinged update of empowerment pop relies predictably on platitudes like “I’ll be the driver of my own life…but you can’t run me off the road” (from the stuttery “Flicker”).
Zig is rife with declarations about rebellion, but there are scant details here that give shape to that theme beyond an opposition between “I” and “you.” And the lyrics walk up to the edge but stop just short of being explicitly political. Unlike on 2020’s I Disagree, whose jabs were explicitly aimed at an abusive former producer, the tone here is largely passionless.
One notable exception is “What It Becomes,” a biting kiss-off to an ex that qualifies as Poppy’s most menacing track to date. “Whoever you think you’re saving, one day you’ll see it won’t be me,” she sneers beneath the weight of a striking arrangement of chugging synths, plodding beats, and strings that sound like they could cut you like a knife.
When Poppy began dabbling in rock and metal on 2018’s Am I a Girl?, the stark contrast with her hyperfeminine cyborg-pop-star persona and breathy vocals nudged what might have felt obvious into the realm of the unexpected. Aside from the disco-fied “Motorbike,” inspired by Jack Cardiff’s 1968 drama The Girl on a Motorcycle, most of Zig takes few such risks. As a result, Poppy has become what she’s successfully evaded up to this point: predictable.
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The post Poppy <em>Zig</em> Review: A Clever Gimmick That’s Slipping into Predictability appeared first on Slant Magazine.
