On their shaky fourth album Seventh Tree, Goldfrapp have abandoned their cheeky-yet-sensual subtle dance tracks, replacing the former playlist-ready jams for adult contemporary-esque ballads that are easily forgettable. The worst part? You want to forget them–they are that bad. The London-based electronic duo, composed of synth-pop sexpot Allison Goldfrapp and production wiz Will Gregory, adopt a mellow, faux-bohemian vibe that might do better at a retirement facility then at an uber-hip nightclub. Whether or not this pop outfit is trying to mix things up musically to surprise fans and shock rock critics, their attempt at electric boho-folk leaves much to be desired.
With songs like the reduced-fat Kylie Minogue-style ballad “Happiness,” a drowsy meditation on love, or the moody “Cologne Cerone Houdini,” with babyish vocals and a cinematic Air-meets-elevator music quality, it’s hard to understand what would motivate this solid duo to stage such a drastic–and unsuccessful–genre transition. After the smashing success of dance-driven albums Black Cherry (2003) and Supernature (2005), the mediocrity of Seventh Tree makes this critic and (former) fan feel angsty and duped for being under-stimulated. Until Goldfrapp come to their senses and go back to their sexy synth roots, I’ll be blasting Black Cherry while partying like it’s 2003.