If it seems like this, the debut solo album from JADE - known as the former Little Mixer, Gallagher mocker, and national favorite Jade Thirlwall - has taken a long time to arrive, that’s because it has. Declaring her as perhaps the most thrilling name in mainstream pop (with the possible exception of Chappell Roan and Charli), the lead single ‘Angel Of My Dreams’ made its debut over a year ago, showcasing her artistic ambition through a whimsical examination of fame’s dual nature. And that was just the beginning: since then, the singer from South Shields has kept both fans and critics eagerly guessing, releasing enticing tracks that range from energetic, club-ready anthems (‘IT girl’; ‘Midnight Cowboy’) to dramatic Lady Gaga-inspired melodies (‘FUFN’) and funky grooves (‘Fantasy’). Lyrically, she consistently appeared to stay ahead of the game: intertwined with the uplifting, sex-positive hits were raw confessions of insecurity amidst the unpredictable fame landscape and sharp critiques of exploitative industry figures (particularly one high-waisted, bright-toothed executive). The sequence of her singles was of such high caliber that one might wonder - has JADE already shown her best cards? The answer is a resounding no. The latter part of ‘THAT’S SHOWBIZ BABY!’ takes listeners on a thrilling ride through different genres and eras, delivering dynamic contrasts that live up to the energy of its teasers. For instance, ‘Headache’ carries the boldness of a sun-soaked Pharrell record; ‘Natural At Disaster’ marries heartfelt singing with choral backing vocals and glitchy, video game-inspired effects, creating a collage that reinterprets the classic pop ballad format. The album experiences minor setbacks with ‘Self Saboteur’ and ‘Lip Service’ - a duo of sparkling synth-driven tracks that, while not bad (both evoke the best of Caroline Polachek and the worst of The 1975), feel somewhat conventional compared to the daring experimentation found elsewhere on the album. It’s evident that JADE shines brightest when she takes risks: notably, the delightfully ‘80s-inspired guitar pop of ‘Unconditional’ - which could easily stand alongside Pet Shop Boys and Depeche Mode - and the Supremes-sampling ‘Before You Break My Heart’: an irresistibly catchy instant classic that positions her as the rightful heir to Diana Ross’ journey from girl-group to solo superstar. After enduring a career of restrictive pop standards, she has finally created a formula for success on her own terms - and it’s anything but ordinary.
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She has now created a recipe for success that aligns with her own vision – and it's far from ordinary.