As a profession, pop stardom has been in existential crisis for some time. It used to be simple – a hit single was the only real qualification – but in a post-monocultural world, the job title is often bestowed as a result of more piecemeal success: a Brit rising star award and Taylor Swift support slot here, 4m monthly Spotify listeners and a Top 5 album there.
This, specifically, is the CV of Lincolnshire’s Holly Humberstone, who has established herself in the pop sphere without ever troubling the singles chart. While an undeniable banger has eluded the 26-year-old, her sound is faultlessly chart-friendly. Like Swift, Humberstone delivers earnestly wordy lyrics in intimate, near-ASMR tones atop 80s synth-pop decorated with a deluge of hooks. For this second album, she has dropped the hint of gothic melancholy that accompanied her debut, Paint My Bedroom Black. Cruel World is peppy bordering on euphoric: inordinately sunny break-up song To Love Somebody is powered by a stadium-ready pre-chorus, while the brilliantly catchy White Noise plugs into nostalgically naff disco to channel imperial-phase Kylie.
Despite the odd cringeworthy line – “I’m gonna shake my nonexistent ass to this shitty song,” she warns on Drunk Dialling – the production is generally knowing and cool (especially the happy hardcore breakdown that concludes Make It All Better). Combined with her industrious approach to crowd-pleasing melodies, it’s hard to think of a reason why Humberstone shouldn’t have a long career as a pop star – perhaps even in the old sense as well as the new.