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Electra Heart

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Untitled

Electra Heart is the second studio album by Welsh recording artist Marina and the Diamonds. It was released on 27 April 2012 by 679 Artists and Atlantic Records. Diamandis worked with several record producers on the album, including previous collaborators Liam Howe and Greg Kurstin, as well as Dr. Luke, Diplo and Stargate.

A pop and electronic album,[1][2] Electra Heart represents a change in musical direction from the indie pop and New Wave styles of Diamandis's previous releases. The song "Radioactive" was released as a promotional single on 23 September 2011.[3] The album's official lead single, "Primadonna", premiered on BBC Radio 1 on 12 March 2012,[4] and was released digitally on 20 March 2012.[5]

Background

On 8 August 2011, Diamandis uploaded a music video titled "Part 1: Fear and Loathing", containing the tagline "Electra Heart: The Start". Directed by Caspar Balslev, the video sees Diamandis in front of a bathroom mirror cutting off her hair.[6] A second Balslev-directed music video, "Part 2: Radioactive", was uploaded two weeks later and featured Diamandis recollecting her relationship with an ex-boyfriend.[7] The Stargate-produced track was then released in the United Kingdom on 30 September 2011,[8] where it debuted at number twenty-five on the UK Singles Chart, becoming Diamandis's fourth top forty single.[9]

A third music video, "Part 3: The Archetypes", was uploaded on 15 December 2011 and, at a length of one minute and twenty-one seconds, hinted at the title of four album tracks with the lyric "Housewife, beauty queen, homewrecker, idle teen".[10] Two other songs were released to YouTube prior to the album release, a demo version of "Starring Role" on 20 November 2011,[11] and "Homewrecker" on 27 February 2012.[12] Early versions of tracks that leaked before the album were "Sex Yeah", "Living Dead" and "Power & Control".[13][14]

On 1 March 2012, Diamandis unveiled the track listing for the twelve-track standard edition of Electra Heart via Twitter and Facebook, while also uploading the album's cover image.[15] The four bonus tracks contained on the deluxe edition, including promotional single "Radioactive", were announced on 5 March 2012. The video for the first single "Primadonna" premiered on Diamandis's YouTube channel on 12 March 2012, and it was simultaneously released to UK radios. It was released to Swedish radio stations on 3 April 2012.[16] It was released digitally on 15 April 2012.[17]

On 18 May 2012, Diamandis uploaded "Part 5: Su-Barbie-A" onto her YouTube channel. The video, shot in black-and-white, shows Diamandis in the role of the Suburban Housewife archetype, singing the lyrics "S-U-B-A-R-B-I-E-A". The video contains audio clips of old Hollywood films and Barbie commercials, as well as the instrumental of the song "Valley of the Dolls".[18] In early 2012, it was confirmed that "Power & Control" would be released on 22 July 2012 as the album's second single, with Diamandis posting a still from the accompanying music video on her Twitter page.[19] The video premiered on YouTube on 31 May 2012, showing Diamandis and her male partner in a power struggle relationship.[20]

Concept and influences

"Electra Heart is the antithesis of everything that I stand for. And the point of introducing her and building a whole concept around her is that she stands for the corrupt side of American ideology, and basically that's the corruption of yourself. My worst fear—that's anyone's worst fear—is losing myself and becoming a vacuous person. And that happens a lot when you're very ambitious."

—Marina and the Diamonds discussing Electra Heart, the album's titular character.[21]

Diamandis told Popjustice that "basically Electra Heart is a story", calling it "a really cinematic 70s Americana-type film" divided into three parts.[21] The album is centred around the titular character Electra Heart, who, according to Diamandis, is not an alter ego, but rather "it's kind of basically a vehicle to portray part of the American dream, with elements of Greek tragedy and that's all going to be coming out through the visuals."[21] She added that she "wanted to create a cold, ruthless character who wasn't vulnerable."[22] Diamandis described the album as "an ode to dysfunctional love" and elaborated, "I based the project around character types commonly found in love stories, film and theatre, usually ones associated with power and control in love, as opposed to weakness or defeat [...] Rejection is a universally embarrassing topic and Electra Heart is my response to that. It is a frank album."[23]

The idea of basing the songs around the Electra Heart character and four archetypes—Diamandis's own take on the facets of female personality that include the Primadonna, Su-Barbie-A, the Teen Idle and the Homewrecker—originated from the time she spent travelling in the United States after the release of her debut album, The Family Jewels (2010). She explains:

"I was starting to think about our Tumblr generation, and how photos appear on Tumblr and people become almost like mini-stars of the internet, and you don't know who the hell they are—they're just anonymous faces. So I started to take photos, and make an effort to look completely different in each one, in different hotels and apartments all across America when I was travelling. And it just started to build from that. It was more the prima donna archetype at the beginning, really; I was reading a lot of books like Hollywood Babylon, focusing more on the gossipy, suicidal side of the '30s and '40s in Hollywood. That's how it started, and then it grew into a real project."[2]

Speaking on ITV's morning chat show Lorraine, Diamandis cited Madonna, Marilyn Monroe and Marie Antoinette as inspirations for the album: "[Madonna is] a fearless person. She's been knocked down so many times—for someone to keep going, it shows that they don't want to just have fame and success. They want to be a successful artist."[24] Speaking further about the album's concept, she said, "It's a bit cringe, but I wanted it to be a way of personifying love and heartbreak. The whole campaign is pink and fluffy, it's about love. I can never just make up a story, it has to be something that's happened in my life."[24]

Critical reception

Professional ratings
Aggregate scores
SourceRating
Metacritic52/100[25]
Review scores
SourceRating
Clash1/10[26]
Drowned in Sound5/10[27]
Evening Standard[28]
The Guardian[1]
The Independent[29]
The Irish Times[30]
musicOMH[31]
NME5/10[32]
Pitchfork Media5.9/10[33]
The Times[34]

Electra Heart received mixed reviews from music critics. At Metacritic, which assigns a normalised rating out of 100 to reviews from mainstream critics, the album received an average score of 52, based on 14 reviews, which indicates "mixed or average reviews".[25] Michael Cragg of BBC Music wrote that "[t]here are moments where the songs themselves aren't quite interesting enough to prop up Marina's voice", but noted that "these are minor quibbles", commending the album for its ability to "balance the ironic and the heartfelt, the quirky and the mainstream, the real and the fake with remarkable aplomb."[35] Robert Copsey of Digital Spy gave the album four out of five stars, stating that "the earworm hooks, colossal choruses and sheer barminess ensures that Electra Heart is a thoroughly enjoyable listen throughout—regardless of whether you buy into the concept."[36] Pete Clark of the Evening Standard agreed, commenting that "Marina excels at slower tempos, as in ['Primadonna'], 'Lies', 'Valley of the Dolls' and 'The State of Dreaming', where her swooping vocals over an electro-pop beat bring to mind Kate Bush taking the easier option of her earlier days. Best of the lot is 'Homewrecker', a part spoken-word epic, which the Pet Shop Boys would not have been ashamed to put their signature on."[28] The Irish Times' Tony Clayton-Lea rated the album four out of five stars, noting it has "a Euro-pop brashness to it that augurs well for enduring chart success [...] as well as getting her name out there beyond a niche audience."[30]

Helen Clarke of musicOMH claimed that "with her debut album [Diamandis] showed she can do credible ballads and quirky pop, and Electra Heart showcases glimpses of a clever, ballsy pop star."[31] In a review for the Daily Express, Simon Gage wrote that Diamandis's voice is "quirky, fun and often floats very high" and called the lyrics "refreshingly intelligent", adding, "It's definitely not a by-numbers pop album but there are enough radio-friendly hooks to make it a commercial hit."[37] The Guardian critic Alexis Petridis opined that the best songs on the album are "not the ones involving the big-name songwriters", but rather "those Diamandis came up with in collaboration with the producer of The Family Jewels, Liam Howe." He concluded, "There's clearly an interesting pop star somewhere in there: last time she was submerged by her own zaniness, this time she's somewhere beneath some half-hearted songs, a confused concept and someone else's image. Perhaps next time—if there is a next time—she might come good."[1] Drowned in Sound's Krystina Nellis found the album's concept confusing, calling Electra Heart "a reasonably fun listen, and even if it falls short of its stratospheric ambition, still has more to say than many of Marina's contemporaries." Nellis continued, "Weighed down by too much pseudo intellect and, crucially, not enough amazing pop songs, this is one tightrope act that was always going to end more with a whimper than a great flourish."[27]

Regarding the album's themes of love, identity, femininity and America, The Observer's Kitty Empire expressed, "All that topspin allows the quirky Diamandis to make pumping glitz like Britney or Katy Perry while retaining some ironic distance [...] Her Heart is not all as craven as that, but these prom queen themes have had a more intriguing musical treatment from Lana del Rey."[38] Simon Price of The Independent, giving the album three out of five stars, felt it is "too professional to be truly terrible, but it's never clever enough to be more than merely toytown."[29] Priya Elan of the NME was unimpressed, writing that "the album as a whole is an expensive-sounding failure. Not sure-footed enough in its subversion, its artificiality feels fake rather than carefully plotted."[32] Similarly, Pitchfork Media's Laura Snapes opined, "Working with Dr. Luke, Stargate, Greg Kurstin, and Liam Howe, the songs on Electra Heart fall into three basic categories: the bland, swampy banger [...], a regal, electronic strut falling somewhere between Depeche Mode at their poppiest and the Doctor Who theme tune, and very cloying, nursery rhyme music-box ballads."[33] George Boorman of Clash scored the album one out of ten, dubbing it "an ingloriously languid statement of Marina's demise, the final stamp of disapproval on her flailing excuse of a musical career."[26] The Times reviewer Will Hodgkinson gave Electra Heart two out of five stars and dismissed it as "an album full of cliches that could have come from any X-Factor puppet".[34]

Commercial performance

Electra Heart debuted at number one on the UK Albums Chart with first-week sales of 21,358 copies,[39] becoming Diamandis's first number-one album.[40] The following week, the album dropped to number thirteen, selling 8,416 copies.[41] In its third week, it slipped to number thirty on sales of 4,567 units.[42] It also debuted at number one on the Irish Albums Chart and the Scottish Albums Chart.[43][44] After falling to number three, the album returned to number one in its third week on the Irish chart.[45] In continental Europe, Electra Heart reached number eleven in Switzerland,[46] number seventeen in Germany,[47] number twenty-five in Austria,[48] number thirty in Norway,[49] number forty-one in Sweden[50] and number ninety-two in the Netherlands.[51] In Oceania, the album peaked at number thirty-two on the ARIA Albums Chart and at number twenty-three on the ARIA Digital Albums Chart,[52][53] while charting at number thirty-three in New Zealand.[54]

Track listing

No.TitleWriter(s)Producer(s)Length
1."Bubblegum Bitch"Marina Diamandis, Rick NowelsNowels, Dean Reid*2:34
2."Primadonna Girl"Diamandis, Julie Frost, Łukasz Gottwald, Henry WalterDr. Luke, Cirkut3:41
3."Lies"Diamandis, Gottwald, Walter, Thomas PentzDr. Luke, Cirkut, Diplo*3:46
4."Homewrecker"Diamandis, NowelsNowels3:22
5."Starring Role"Diamandis, Greg KurstinKurstin3:27
6."The State of Dreaming"Diamandis, Nowels, Devrim KaraoğluNowels, Karaoğlu3:36
7."Power & Control"Diamandis, Steve AngelloKurstin3:46
8."Living Dead"Diamandis, KurstinKurstin4:04
9."Teen Idle"DiamandisLiam Howe4:14
10."Valley of the Dolls"Diamandis, Nowels, KaraoğluNowels, Karaoğlu4:13
11."Hypocrates"Diamandis, NowelsNowels, Karaoğlu4:01
12."Fear and Loathing"DiamandisHowe6:07
Total length:46:51
Deluxe edition bonus tracks[55]
No.TitleWriter(s)Producer(s)Length
13."Radioactive"Diamandis, Clyde Narain, Fabian Lenssen, Mikkel S. Eriksen, Tor Erik HermansenStargate, DJ Chuckie, Lenssen3:47
14."Sex Yeah"Diamandis, KurstinKurstin3:46
15."Lonely Hearts Club"Diamandis, Ryan McMahon, Ryan RabinMcMahon, Rabin3:01
16."Buy the Stars"DiamandisHowe4:47
Total length:62:12
iTunes deluxe edition bonus videos[56]
No.TitleDirectorLength
17."Radioactive"Casper Balslev3:48
18."Primadonna"Casper Balslev3:47
Total length:69:47
US and Canadian iTunes edition[57]
No.TitleWriter(s)Producer(s)Length
1."Bubblegum Bitch"Diamandis, NowelsNowels, Reid*2:34
2."Primadonna"Diamandis, Frost, Gottwald, WalterDr. Luke, Cirkut3:41
3."Lies"Diamandis, Gottwald, Walter, PentzDr. Luke, Cirkut, Diplo*3:46
4."Homewrecker"Diamandis, NowelsNowels3:22
5."Starring Role"Diamandis, KurstinKurstin3:27
6."The State of Dreaming"Diamandis, Nowels, KaraoğluNowels, Karaoğlu3:36
7."Power & Control"Diamandis, AngelloKurstin3:46
8."Sex Yeah"Diamandis, KurstinKurstin3:46
9."Teen Idle"DiamandisHowe4:14
10."Valley of the Dolls"Diamandis, Nowels, KaraoğluNowels, Karaoğlu4:13
11."Hypocrates"Diamandis, NowelsNowels, Karaoğlu4:01
12."How to Be a Heartbreaker"Diamandis, Gottwald, WalterDr. Luke, Cirkut, Benny Blanco3:50
13."Radioactive"Diamandis, Narain, Lenssen, Eriksen, HermansenStargate, DJ Chuckie, Lenssen3:47
14."Fear and Loathing"DiamandisHowe6:07
US and Canadian iTunes deluxe edition bonus tracks[58]
No.TitleWriter(s)Producer(s)Length
15."Primadonna" (B Remix)Diamandis, Frost, Gottwald, WalterDr. Luke, Cirkut 
16."Power & Control" (Michael Woods Remix)Diamandis, AngelloKurstin (remix by Michael Woods) 
17."Primadonna" (music video) Casper Balslev (director)3:47
18."Radioactive" (music video) Casper Balslev (director)3:48

(*) denotes co-producer.

Online bonus contents

The UK enhanced CD allows exclusive online access to the following bonus contents:[59]

  • "Lies" (Acoustic) (video) – 4:07
  • "Primadonna" (Benny Benassi Remix) – 3:55
  • "Primadonna" (Kat Krazy Remix) – 3:39

Personnel

Credits adapted from Electra Heart album liner notes.[60]

Charts

Chart (2012) Peak
position
Australian Albums Chart[52] 32
Austrian Albums Chart[48] 25
Dutch Albums Chart[51] 92
German Albums Chart[47] 17
Irish Albums Chart[43] 1
New Zealand Albums Chart[54] 33
Norwegian Albums Chart[49] 30
Scottish Albums Chart[44] 1
Swedish Albums Chart[50] 41
Swiss Albums Chart[46] 11
UK Albums Chart[40] 1

Release history

Country Date Label Format(s) Edition(s)
Ireland[61] 27 April 2012 679 Artists, Atlantic Records CD, digital download Standard, deluxe
United Kingdom[62][55] 30 April 2012 Standard, deluxe, box set
Sweden[16] 2 May 2012 Warner Music Standard, deluxe
Portugal[63] 6 May 2012
Spain[63]
Austria[63] 11 May 2012
Greece[63] 14 May 2012
Russia[63]
Australia[64] 18 May 2012
New Zealand[63]
Switzerland[63]
Italy[63] 22 May 2012
Germany[65] 25 May 2012
Netherlands[66]
Poland[67] 28 May 2012 Digital download Standard
Brazil[68] 12 June 2012
Poland[69] 18 June 2012 CD
Brazil[68] 26 June 2012
United States[70][71] 10 July 2012 Atlantic Records, Elektra Records CD, digital download Standard, deluxe, box set
Canada[63] 17 July 2012 Warner Music Standard

References

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