First listen: Holly Humberstone enters her ‘Cruel World’ era.
In late January, under the radar were invited down to Lafayette for Holly Humberstone’s sophomore album playback.
Holly appeared on stage alongside host Iona Bielby, cosied up on armchairs on the stage of Lafayette ready for her album playback, under an icy blue screen announcing the title ‘Cruel World’.
This is a whole new era for Holly, crediting her love for the theatre, she explains that she has been devotedly world-building for this new album. Tin foil trees and cardboard flowers decorate the stage, and there’s a homemade effect that works so well alongside this new music.
Her first two tracks played out back to back, and surprisingly drum and bass make an initial feature, but with a Holly twist. Two music videos then played out, including one for her single ‘To Love Somebody’, directed by Silken Weinberg (known for her work with Ethel Cain). The dark, gothic film compliments her ethereal look, and she cites that this feels like the version of herself she’s always wanted to release music for.
It’s hard to ignore how ‘pop-star’ she seems, with all the incredible styling and directing. The themes on the album bounce between romantic and platonic feminine love. Having grown up at an all girls school in the Midlands, and as one of four sisters, she tells how happy she is to now be working with a team full of women, with her sister working alongside her on her creative direction.
The album flows with varying styles of production, including the dark yet hopeful ‘Die Happy’, alongside slower acoustic tracks. The lyrics are the star of the show, she is undoubtedly one of the best in her game. This album has Holly at its core, with careful melody consideration, and colourful production, worked out with long-term accomplice Rob Milton. However she’s felt the courage to give in to her true creative potential, it’s working. It is definitely worth a pre-save, thank us later.