Prima Queen – The Prize Review

We are living through an indifferent time. Only when we step foot into the echo chamber, the like-minded outrage and fears of those who think like us, do we feel action. The wider world are indifferent, truly. Step off of social media, discuss something with the person in the street, and you get the feeling that nothing will change. No wonder people are celebrating in the streets for stripping human rights. You can feel the shift in mood towards a time of grimness, of sameness, and of nostalgia. Where this fits into The Prize, the debut album from Prima Queen, is in their intent. They are not showing us the answers to the horrors of the real world but identifying them, pointing to what we should hit back at, and how. How do we deal with a world where clickbait, rage and discussion are warped and wrapped into one another?  

We play the game. Run the gauntlet. The Prize highlights an antidote to the gruesome real world, the realities of running an independent outlet are that the older market needs to be tapped up. Reddit rips and resources better used elsewhere are instead spent on keeping the lights on. Is there a balance we can seek? A place in the world where both sides of the coin come up at the same time? Who knows. The Prize is certainly seeking clarity for its listeners, and by engaging Prima Queen, there is a sense of monumental perspective shift. Whether the actions change is doubtful, but the intent and reasoning, private or public, is there. The London-based indie outfit are clearing the clouds and doubt, pushing on with personable and reflective brilliance. You can hear it and the usual tones they wish to adapt and expand on Mexico, a delightfully dramatic piece which relies on the hang-ups which will remain long after our death.  

Hangups and heartbreaks of the modern world are sounded off with a relatable consistency. That is a quality worth hanging on to, it is what Prima Queen offers here. These are songs of relativity, of moments where you should challenge being defined by one event or another person. The title track gets to the core of this, the back-and-forth of reliance and independence drawn up convincingly, performed well, too. Light and sweet instrumental work matches the welcoming tempo of the vocal performance, but both serve the lyrical edge. Sometimes it is the straight-shooting, real adaptations of the world which hit closest to home. Wordplay is always exciting in songwriting, but the messages Prima Queen detail here need that straight-shooting style, the obviousness of the anger is what needs to overcome the situation. It works. Simplicity in tone or instrumental, either or, is the route through The Prize.  

Situational moments like the Glastonbury encounter which is over by Autumn on Ugly understand the psyche knock, the precious ego and defiance after a messy end, which is being glossed over in modern music routes. The pursuit of image over interest is the clear definer of the times, and it is reassuring to hear Prima Queen are keen to maintain sturdy lyrical choices and instrumental effectiveness first. Those catchy hooks on Ugly are as important as the defiance in asking those “what if” questions. There is a route from Ugly to Meryl Streep, which tells the tale of encounters with other musicians, the hyper-specific moments without the names and faces initially feels like a misstep, but then this is the duo at their honest best. The Prize is tinged with a sharp openness and instrumental variety which cements Prima Queen as having depth. Their narrative sense in the latter half is clear enough, and thoroughly well rounded. Just take a listen to Spaceship. They are keen to upend what we expect from the frivolities, from the spectacle of romance in song. They succeed time and again on The Prize.