Although already known as a comedian and YouTuber, Jaime French is set to conquer new territory with the release of her debut EP, The Ripple Effect. But this is certainly not a case of someone being known for one media discipline using that momentum to merely waltz into another on the back of their existing celebrity status. Far from it.
No, as lead single, “The Hunter” deftly proved, this is a collection of songs that stands firmly on its own two feet, music that speaks for itself, music robust and smart enough to make its own way in the world.
That first single made for a fantastic calling card; it said: “Here is someone who means business.” First, it glides along on an ambient-infused, swirling indie-pop groove, and then explodes, though in a marvellously measured manner, into a striking and addictive chorus. And having shown us that she means business, she is free to lay out her sonic stall unhindered.
The title track is a gorgeously understated piano ballad, a late-night, hushed and hazy vibe, poised pop at its most perfect, and “Ties of Blood” is a song that seems to merely capture existing darker atmospheres in its musical folds, a song built as much on emotion as instrumentation, wandering between chiming keys and more anthemic, beat-fuelled heights.
“Carry Me” sees us out, and again, less is more, and space and lightness are the name of the game, all of which perfectly frame French’s gorgeous, and gorgeously elegant, vocals.
Many artists stepping into a new realm might be tempted to go big, brash, to say “look at me” as they suckerpunch the listener with the obvious and the unsophisticated. Not Jaime French, The Ripple Effect is the work of someone who understands that she has to try harder, perhaps, to stand out amongst more established artists, and do so by creating a timeless sound, a classic sound, but still one that ticks all the right boxes for modern pop pickers and chart aficionados.
She has set out to deliver a set of songs that you will still be listening to in a decade, two, three, four, or more. It is safe to say that she has succeeded.
