Musical polyglot Poppy has just announced Flux, a new full length album slated for release September 24th via Sumerian Records. Flux marks yet another artistic leap for the ever-evolving musician, featuring a stream-lined songwriting approach that puts her indelible earworm melodies at the foreground of a kaleidoscopic mosaic of overdriven guitars. Flux was produced by Justin Meldal-Johnsen (M83, Air, St. Vincent), who had Poppy and her band record live to tape, resulting in an organic feel that lends a decidedly personal touch to the new set of material.
2021 has already proved to be a monolithic year for Poppy, kicking off with a stunning GRAMMY performance in March (on the heels of her nomination for Best Metal Performance, making her the first solo female artist ever nominated in the category), her global livestream event The Last Disagreement in April, the May release of her cover of Jack Off Jill’s “Fear of Dying,” the June release of previous album single “Her” (which arrived paired with an instantly iconic video by stop motion animator/director Chris Ullens), and multiple appearances on WWE NXT, the most recent of which culminated with her announcing the surprise drop of a new five song EP, EAT – NXT SOUNDTRACK, released in a special partnership between the WWE and Sumerian Records. On top of it all she recently struck up a partnership with Viktor and Rolf as the face of their blockbuster fragrance Flowerbomb with L’Oreal, and recently announced a collaborative line of shoes with Koi Footwear.
The announcement comes paired with the release of a music video for the album’s title track, self-directed by Poppy. “Flux” is set in a pastel dream world constructed by Australian visual/sculpture artist Pip & Pop in which Poppy is beset by a veritable cavalcade of bizarre characters.
The new single, “Flux,” not only kicks off Poppy’s official album announcement, it continues along the thread of her past few singles, each of which promoting animation and sculpture artists from all over the world in the pairing music videos.
“Flux” begins with the shrieking of an electric guitar, which startles the listener into attention toward the next transition, a series of guitar riffs followed by Poppy’s signature and alluring vocals. The world within the music video is coated in candies and pastel landscapes, featuring animated creatures built in twisted dreams. Rocking platform heels and a pink dress, Poppy explores her surroundings as she is overwhelmed by the creatures that seem nice at first glance, then lash out and transform into a darker form. Then, she grows tall, much like Alice in her dark wonderland, where she crushes the enemies from under her feet. The track’s vocals intermix with sweet and heavy, blending the bubblegum with metal and rock undertones with a chorus that’s worthy of repeating in the head long after the song is done playing.
Upon Deftones and Gojira rescheduling their tour involving her for early 2022, Poppy announced a headlining tour of her own on the brink of the full-length’s release in Santa Ana, CA. This tour will begin shortly after the release of Flux, and continue onward in Europe in the beginning of next year.
Tickets for Poppy’s Flux tour are available here.
Stream the new single, available on all platforms.
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