Twenty-four songs is a declaration. It is not just an album, but a universe, a mood board, thesis on what pop can be when an artist does not want to cut themselves down to the industry standard. SHIFT Amara Fe does not merely build on her first album Reborn, but rockets beyond it, with a collection that is both confidence, vulnerability and brute creativity.
Even with the first punch of the song Eyes on Me, you can see that Amara is not asking you to listen to her, she is telling you to do so. The song is rhythmic with springing synths and catchy beats, her voice is both charismatic and soulful. The song “She’s the Light” adheres to the idea of momentum that pitched toward the self-assertion that is bold and that has a catchy chorus that will be remembered long after its conclusion.
The best thing about SHIFT is that it does not remain in the same lane. Slow-paced grooves, sensual and downtempo, in “Try Me” and expressive melodies and rich harmonies in “Love Loyal” help to reveal the emotional palette of the artist. Look My Way is club-ready with its dynamic synths, and The Potion is filled with misty instrumentals underneath dreamy and grounded vocals.
Then there is I Sing, I Rap – a strong song with Amara combining soulful singing with rap accents over staccato strings and percussion. Venom Kiss is a record that blends dream-like verses with anthemic choruses that are filled with strong songwriting, and the album ends with Swag Like Me, which is a razor-sharp finale that is dripping with bright synths and unwavering swagger.
Being a descendant of musical legacy, lineage that links to Charlie Wilson, The Gap Band, and songwriter to Minnie Riperton, Amara Fe does not feel overwhelmed by her heritage. SHIFT is her statement of self-sufficiency: 24 songs of unstopped creativity, magnetic pop songwriting, and an artist, who knows who she is. It is grandiose, intense at its best, and certainly hers.
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