It’s been four years since Melanie Martinez released her last album, “K-12,” and eight since the “Cry Baby” days. Martinez’s “Portals” album marks her third studio album and an apparent rebrand. Instead of her usual youthful look and play on juvenile terminology, Martinez has opted for a dark, twisted fairy-fantasy aesthetic for this album.
Martinez’s previous two albums, “Cry Baby” and “K-12” utilized youthful themes to underscore more complex topics. Both albums follow the genre of indie pop and draw upon cute titles like “Milk and Cookies,” “Lunchbox Friends” and “Orange Juice” to introduce darker topics in a lighthearted manner. Martinez reels listeners in with a nursery-like melodic tune, later bringing out layers of grim subjects and demented tones.
Since her debut album, “Cry Baby,” Martinez has had a reputation for opting for a youthful look. She very famously wore her hair in pigtails, with one side being blonde and the other black. Using pinks, frilly skirts and young accessories like bows, Martinez crafted an on-stage adolescent persona meant to be perceived as innocent with a dark side.
This newest album for Martinez marks an apparent deviation from her previous aesthetic that followed her first two albums. Instead of hair bows, dresses and blushy cheeks, she has turned to another alter-ego. In a 180° we did not expect, Martinez transformed herself into a fairy, alien-like being for the artistry on this album.
More than that, her vocals and the overall sound are radically different. Instead of a pop feel, her previously bubbly sound is replaced with heavy guitar instrumentals and an electronic sound. The sound seems reminiscent of and inspired by the Icelandic artist Bjork. Additionally, the visuals, aesthetics and costume choices are all seemingly modeled after the great queen of electronic music.
Sample one of Martinez’s songs here:
“Portals,” deviating from her previous albums, explores more emotionally biting themes. It is bold, provocative and holds no punches. The music video for her song “DEATH,” is a fusion between her own twisted fantasy world and something reminiscent of “Alice in Wonderland.” She rises from a grave as the pink alien fairy previously mentioned and sings, “immortal by design, I’ll be meeting you here every time.” This particular track is the opener to her album and a declaration of her rebrand and permanence in the music industry.
Other tracks like “TUNNEL VISION,” and “THE CONTORTIONIST” take on heavier topics related to feminism and struggles as a female artist. This unapologetic songwriting follows into her track “LEECHES,” where she addresses prominent figures who abuse their power by harming the Earth.
While Martinez seemed to be tackling more personal and interpersonal issues in her previous albums, she addresses systemic issues in “Portals.” This album is a critical turning point in her presence as an artist, and we’re excited to see where she takes this rebranding in the future.
