Recently, I’ve been analyzing the intersection of ambition and execution, especially when it comes to art. It’s been a source of fascination for me because of the successes and failures in my own creative endeavors. While I love talking to people with strong ideas and clear objectives, I’m entranced by people who achieve them. My brain is agog at the concept of someone who actually does the work and doesn’t mired in the what-might-have-beens. Thankfully, the older I get, I’m less intimidated by that follow through and more inspired to move forward in my own life.
Which is why I love coming across young artists as driven as Primer.
Otherwise known as Alyssa Midcalf, this immensely talented artist has created a stunning sophomore album entitled Incubator. Across 10 stirring songs, she channels bubbling ‘80s synth-pop vibes atop a pulsing emo-goth heart. Released on Egghunt, the obvious comparisons for this project include Charli XCX and CHVRCHES. But it’s her blend of Molly Nilsson, Pet Shop Boys, and Jessie Ware that send my heart soaring.
Midcalf’s gorgeous mezzo-soprano serves as the fulcrum around which all the other musical elements spin. Thanks to her excellent range, she easily hits shimmering high notes for maximum impact, but it’s her talky low end I enjoy most. Instead of translating as sultry or sensual, it reads as starkly evocative and brashly melancholy. She is patently unafraid to make music that moves you, whether to have fun or consider the weight of the human condition.
The stready kick drum hits you right in the chest, while the urgent snare claps and sharp hi-hats burst in your ears. Waves of bubbling keyboard melodies put a smile on your face, as the shiny synth pads set you floating. When fused together, this album delivers sumptuous arrangements across of bevy of tempos and textures.
“Just a Clown” overflows with ebullient energy that sets you spinning on the dance floor.
However, when Primer utters the painful lyric, “But every time he comes around, He says something, and I just break down,” your heart drops. “Giving Up” provides a M83-style slow burn, complete with soaring vocals, sweet synth pulses, and anthemic snares. But when the chorus arrives, “I’m not giving up oh no no.You can try to beat me down wherever I go” possesses next-level emotional urgency.
With “Anything,” Primer offers up a pristine ‘80s electro-pop ballad that would have been in heavy radio rotation. She counters that delicate mood with tortured lyrics like “It’s not the life I want, Domestic, Settled down, But I’ll sacrifice my needs to be with you.” The immaculate “Warning” closes the album with icy rushes of sound, hypnotic keyboard phrases, and glorious vocals. Even then, she offers heaps of brokenhearted melancholy with phrases like, “I would have died for you, It’s true, But that’s a warning.”
Incubator is ready-made for dancing in clubs or remixing.
It has big, maximalist energy without being bloated or overwrought so you can bask in Primer’s pop genius. While the album doesn’t feature anything sonically new, it’s a fantastic amalgam of her influences. She displays an excellent feel for pacing and flow that doesn’t let those familiar sounds stick around. These tunes feel comfy, but they don’t rest on their laurels.
Alyssa Midcalf had the right mix of talent and tenacity to make lasting, high-quality art. She possesses ample levels of class and showmanship, which means that everything feels earned, especially when the choruses and bridges go hard. Incubator delivers upbeat grooves without being cheesy, and it’s stylistically respectful without being a copycat. What really sells the long-term impact of this album is Primer’s penchant for baring her soul with earnest authenticity. I am really excited to see how she evolves her sound on future releases to reflect her cornucopia of ideas and aspirations.