Are you ready for a new pop icon who appears fully formed, perfectly realised, with no rough edges and a cast-in-stone persona? Well keep looking. The bad news — and this is the best bad news you’ll hear for some time — is that pop’s most extraordinary new talent is far from complete, with the momentum of Allie X’s futuristic, shape-shifting persona matched only by the propulsive thrust of her captivating music.
Since arriving online in 2014, the Toronto-born, LA-based singer songwriter’s radio-ready electronic pop and bold visual style caused instant waves internationally. Even in the hyperbole-strewn landscape of contemporary pop criticism her plaudits stand out as uncommonly positive. Time magazine called ‘Catch’ a "perfect pop debut single” while Pitchfork likened it to “a shot of adrenaline straight to the chest” and Dazed deemed its creator “a small pop miracle”. Allie’s main visual at this point — a maniacal spinning GIF — was one of the reasons Interview magazine praised Allie X for establishing “her own language for music and art — reinventing the way the music industry operates”. Katy Perry, meanwhile, breezily declared ‘Catch’ her “summer jam”, and tweeted it to over 50m followers. Allie’s drip-fed releases picked up further coverage from The Fader, Vice, Popjustice and V Magazine.