Written by: Oliver Heffron

Score: 8/10

Since breaking into the center of the indie scene years ago with her lofi YouTube offerings, Clairo (aka Claire Elizabeth Cottrill) has proven with each project that her dreamy soft-rock sound has more to it than ear-tickling melodies and cozy bedroom-pop production. After distilling that DIY-indie bliss on her debut Immunity, the Atlanta-born, Massachusetts-raised singer-songwriter moved away from catchy melodies and towards stripped-down songwriting on her sophomore LP Sling–a picturesque, patient folk record recorded in the woods of upstate New York at Allaire Studios with producer Jack Antonoff. 

Returning to Allaire Studios for her third and first self-released album, Charm, Clairo enlists producer Leon Michels (El Michels Affair) to breathe 70s-tinged elements of jazz and psychedelic soul into her soft-rock core. The results are sweetly saturated and subtly groovy depictions of momentary bliss like daydreams blowing by with the summer wind. Clairo’s intimate, sweetly saturated vocals lead the listener on sentimental strolls through fleeting fantasies wrapped in analog-tape imperfection. 

“Nomad” introduces the album’s themes and musical palette with its wandering, lonely, self-assured voice, inviting the listener into a nostalgic, sundrenched memory. Lead single “Sexy to Someone” expresses the flirtatious wanderings of a helpless romantic by imagining the little things they want out of love over a breezy piano and flute back-and-forth. 

“Add Up My Love” depicts the contradictory feelings of heartbreak through frustrating numbers as she tries to reschedule the bad feelings for the opportune time and fails to add up the math of her feelings after a breakup. “Slow Dance” steadily weaves a dream of lush, groovy instrumentation through various woodwinds, retro synths, and keys anchored by Clairo’s comforting chorus, walking you home to the people “you turn to.”

“Echo” dips its toes into psychedelic waters with retro synths, plucked synths, and filtered vocals lamenting a love that is “meant to be shared” but instead “goes nowhere,” while “Juna” ignites its infectious piano and vocal core with sweeping 70s funk synths on its chorus and a hypnotic outro. Closing the album with the stripped-down guitar and vocals of “Pier 4,” Clairo gives the listener an insightful perspective on the consequences of seemingly inconsequential, fleeting thoughts: “What’s the cost of it, of being loved? / When close is not close enough.”

Given her near-whisper vocals and lofi approach, Clairo’s sound has limitations. Sometimes, it feels like her musical prowess is confined to a sweet but narrow soft-rock corridor. However, the 25-year-old indie phenom’s exploration of new genres and distinct songwriting voice keep listeners coming back for longer when the novelty of a song’s catchiness and analog flourishes has worn off.

Like her first two albums, Charm leaves a distinct imprint through Michel’s groovy retro production while retaining the gratifying essence of her sound. While it’s exciting to think about what sonic avenues Clairo may explore next, Charm’s infectious, sentimental grooviness is enough to celebrate for the rest of summer. It will surely score many more to come. 

To read more about another artist who worked closely with producer Leon Michels, check out our recent interview with LA R&B trio Brainstory here.