On Tuesday (February 23), Charli XCX announced that she had started up her very own label and had a new EP on the way. Vroom Vroom is now right here, and it points to an fascinating alter of pace for the UK singer.
In collaboration with producer Sophie, who worked alongside Diplo on final year’s Madonna single “Bitch I’m Madonna,” Charli XCX has revamped her sound from stadium pop to anything a little weirder. Vroom Vroom is nevertheless unmistakably Charli — her voice, her accent, and her attitude are all intact here — but the songwriting and production on the EP make area for some of her more adventurous tendencies.
Charli has produced big waves on hip-hop productions prior to, most notably by helping Iggy Azalea turn “Fancy” into a global smash hit, but she’s never genuinely introduced hip-hop into her own music till now. On Vroom Vroom, she raps as readily as she sings. “Bitches know they can not catch me,” she brags on the EP’s title track between Sophie’s synthetic engine revs, and then swiftly snaps back to singing the hook’s delicate melody: “All my life, I’ve been searching for a great time.”
Much more than any of the songs on her 1st two albums, the 4 Vroom Vroom tracks leave unfavorable space for Charli to get weird. “Paradise” begins with a chipmunk voice echoing off into the darkness, even though “Trophy” breaks its create-up with a flat repetition of a Pulp Fiction sample rather of a predicatble dubstep drop. This is pop music that is meant to be a small confusing, to acknowledge your expectations and then cheekily deny them so it can do what it desires to do.
It is a promising start to Charli’s new label, which also releases two new singles from CuckooLander and RIVRS today.