Releasing her first album in three years, Santigold’s 99¢, out now through Atlantic Records, will be a sound for sore ears to fans of her earlier albums. Collaborating with the likes of Rostam Batmanglij, formerly of Vampire Weekend, Hit-Boy, Zeds Dead and more, Santigold has created a dance-pop album that seems very much all her own.
99¢ focuses on American society’s obsession with commercialism and the narcissism that comes along with that. Some of these critiques are fairly obvious and the lyricism clear with titles such as “Can’t Get Enough of Myself.” Her lyrics often seem similar to Top 40 pop songs you may hear on other radio stations, however the songs clearly come across as satirical with focus on the meaninglessness of concepts such as seeking fame.
This also comes across in songs like “Who Be Lovin’ Me,” which focuses on the emptiness of becoming an international sensation. “Got my name in lights up right now / Baby I don’t need your love, see me knee deep / Up in a sea of those love letters / I ain’t likin’ that thing called love / And this here, what I’m a jet-setter.” Instead of accepting an authentic connection with someone, the character seems to blindly follow their fame and accepts the love letters from adoring strangers they receive instead. 99¢ is a pop album with depth, and well worth a listen for anyone who likes to ponder commercialism while they dance.
Recommended If You Like: M.I.A, Sleigh Bells, Sylvan Esso
Recommended Tracks: 1 (Can’t Get Enough of Myself), 7 (Rendezvous Girl), 12 (Who I thought You Were)