I'm heading to Primavera Sound in Barcelona this summer, and I thought it would be fun to go through the lineup and write about some of the artists as I give them a listen. Oklou is a French alt-pop / electro-pop artist. choke enough is her full length debut and made a lot of year end lists last year, and considering my enjoyment of the recent wave of girly synth-pop, I thought this was going to be my bag. However, it wasn't quite what I was expecting (based on my admittedly limited knowledge going in) and hasn't been something I have resonated with much at all.
Compared to the brash and personality driven pop records I've loved over the past couple of years, choke enough is more of an ambient pop and minimal electronic album. Not that that's a bad thing, but I clearly had my wires crossed when I heard 'y2k aesthetic' and expected something along the lines of a BRAT or Imaginal Disk. choke enough is nothing like these albums, the mixes are sparse and clean, and the melodies are restrained and just sort of breeze in and out of these tracks. The songs flow into each other in a way where if you're not paying much attention, you could easily miss that one has ended and a new one has started. At 13 tracks and 35 mins, the album progresses quickly, not really lingering on a single moment long enough to emphasise it.
I think that's why I'm not really clicking with the album, as it just breezes by, with the more pop-leaning tracks not really having enough personality to carry them; and the more ambient-leaning ones not really creating much of an interesting or enveloping sonic landscape. The core aesthetics of the album are fine enough, with the clean, airy synths and hazy, reverbed vocals and percussion. I can see why it got labelled with the y2k tag as it feels like a video game or sci-fi movie soundtrack from that era.
Out of the tracks here, the ones I enjoy the most are the ones that are more sparce and minimal, as they create more of a serene atmosphere that I'm liking more than the poppier, more synth driven cuts. thank you for recording makes good use of negative space to highlight the simple melody that sounds like its performed on a distorted, electronic flute or the like. obvious has subtle hints of horns that poke through the reverby synths. The title track is one of the stronger more poppy tracks, with a repeated melodic background vocals smothered in distortion and reverb. The thing is, while I like them while they're on, I'm not going to remember these tracks in the long run. I find by around the point of plague dogs in the second half, I'm pretty much done with the record's sound and style. It's pretty much played all its cards by that point, and they just don't do it for me.
I don't want to bash choke enough too much, as it's more of a case that this just wasn't for me rather than any issue with the actual quality or craftmanship here. Considering all the critical acclaim it has received, there's clearly a lot of fans out there for this. But yeah, it just doesn't do it for me.
Top Tracks: thank you for recording, obvious
5/10
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