Girl In Red – ‘I’m Doing It Again Baby!’ review: fun, free but too few risks

15 April, 2024

Girl In Red

Girl In Red’s cultural impact in the last six years is impressive: two critically acclaimed EPs steamrolled her to status of queer cult icon – her name and music becoming queer Gen Z code for lesbianism – a debut album co-produced by Oscar-winning, Grammy-winning Finneas and then being handpicked by Taylor Swift to open up on her record-breaking, billion dollar grossing world tour. She’s had a crazy run so far, and now she’s back with her major label debut, ‘I’m Doing It Again Baby!’

Her first release in three years, the record chronicles Girl In Red’s – moniker of Marie Ulven – experiences with love, relationships, art and mental illness. Opening track ‘I’m Back’ is a sickly sweet and bitingly sarcastic announcement of Ulven’s grand return following a particularly bad episode: “Time doesn’t stop for a sad little girl” she states plainly, noting that when overwhelmed with the dark she believes she “will laugh” and that “it’ll pass”.

Ulven opts for a mixture between twinkling slow jams and faster, more rock-infused tracks. The title track wriggles with energy, breathless as it depicts the return of the singer’s self-confidence and “swagger”. On ‘Ugly Side’, slithering basslines and screechy vocals make for an unnerving, Gothic backdrop as Ulven laments the fact the people she loves the most have to put up with her worst traits – it’s catchy and creative, though somewhat jarring when she, er, spirals off to chat about starting a podcast.

She’s at her best when she yearns – she approaches love with a sweet and endearing sentimentality (‘New Love’), or with a self-aware sense of humour (‘Phantom Pain’). Taylor Swift’s influence is all over ‘Too Much’, a shiny pop ballad examining the way an ex’s jabs impacted her self-esteem

The LP’s strongest moment is closing track ‘*****’, in which Ringheim tackles fame and the music industry through her admiration for New York City, the ’60s, and Warhol’s Factory. There’s not much to chew on for the majority of the record, as Girl In Red plays it safe – especially in comparison to contemporaries such as Chapelle Roan or Sir Chloe – the majority of the record sees her sitting safely within the parameters of her previous sound. There’s some flicker of musical expansion, but no commitment.

‘I’m Doing It Again Baby!’ is a fine album; it’s fun and sweet, if a little bland. It’s a pristine pop record that takes few risks and leaves little room for error – though it might be more interesting if it did.