June 28, 2010
Marina: She knows exactly who she wants to be.
Marina Diamondis has met her match in video director Kinga Burza, who directed her superb debut, Hollywood (watch it), and now her latest single, Oh No! Burza's playing Sophie Muller to Marina's Gwen Stefani, with videos that cannily exploit Marina's personality and beauty. Marina has the "x" factor needed to make a pop star these days, no doubt. She also has the ambition and the songs to back it. The question is really down to her voice: is it something for pop radio delivered to the masses? If you grew up in the 80's, you cannot help but think of Lene Lovich (evidence) when you hear Marina's highly dramatic vocals. In fact, that's one thing that threw me when I finally heard her full album, The Family Jewels. After the relative restraint of I Am Not A Robot and the gorgeous Obsessions (watch it), we got a full album high on energy and theatrics and a bit lower on subtlety.
Do you think Oh No! will be a hit? At the end of the day, it's all down to UK radio - if they take to it, she'll succeed. If not, it won't happen. It's a skittery choice, but clearly an earworm, produced with LA pop maven Greg Kurstin.
Regardless, it must be said: Marina is one of the most visually striking women to enter pop in ages, all black hair and pale skin and red lips. Thank you, Marina, for NOT dying your hair blond like so many in your cohort.
Vogue UK shot this short making of for Oh No!
And here is the completed video...