Veronica Maggio "Och som vanligt händer det något hemskt" (2022)

Och som vanligt händer det något hemskt

release date: May 22, 2022

format: digital (12 x File, FLAC)

[album rate: 3,5 / 5] [3,32]

producer: Agrin Rahmani, Simon Hassle

label: Universal - nationality: Sweden

Track highlights: 2. "Se mig" - 3. "Låt mig gå" - 5. "Varsomhelst / Närsomhelst" - 6. "Höghusdrömmar" - 8. "Förlorat mot världen" - 9. "Var är du?" - 10. "Heaven med dig"

7th studio album by Veronica Maggio following 2½ years after Fiender är tråkigt (Oct. 2019) is once again mainly produced by Rahmani and Hassle. Actually, half of the album (six tracks) with the subtitle Kapitel 1 was released as a 6-track EP as early as Oct. 2021 - this was a first half of the full albums total of 12 tracks but released in the following order: #12, #9, #2, #5, #11, and #8, and as of May 22, the full-length album was issued, though no Kapitel 2 has been released, so if you purchased the EP and only need the remaining tracks, only option is download, or to buy the full album. This is modern and smart marketing! It's almost a natural consequence that Maggio's albums top the Swedish albums chart, but she's not only popular at home, as she in Feb. 2022 reportedly was the first artist to round 1 billion streaming hits for a Swedish-language-only performer.

Then how is the new album from one of the most popular Swedish artists? It's really everything you have come to expect. Maggio goes in the obvious direction. Popularity points and off she goes! Sales numbers are probably glowing hot and live shows will be sold out, but imho, it has become too much of what we've already heard before. As Håkan Steen in the Swedish newspaper Aftonbladet commented in May '22: 'she has nearly become too skilled in sounding like herself'. And then this marketing smartness really is an new player. Six tracks were issued half a year earlier as promotion gimmick, which would have been sort of Okay had they released the first half but by picking a different running order makes it bothersome, and then in addition, another four new tracks were released as singles from Mar. to May as small dripples from what was to come, so when the full album finally was released, all but two songs had already been issued. That's smart isn't it?! And not really helpful for fans - and I'm not really the strongest one there, so I just awaited the full album, but still feel fans are not treated well with this bothersome initiative. Anyway, I'm not impressed by this new outing, and frankly, I find it a dull and almost mediocre reproduction of her most recent two albums - perhaps because I normally really enjoy her albums. Even the two highlighted songs "Låt mig gå" and "Var är du?" sound a bit too familiar, and you may think they were part of one of her other albums.

Not her best, but still better than most contemporary pop albums.

[ 👍Aftonbladet 3 / 5 stars ]