New Music: Primer – A New Paradigm

It’s been a while since we covered Primer; the 2024 single Round and Round, in fact. Her tongue-in-cheek self-description as ‘LA’s greatest abject pop star’ will need changing though, thanks to A New Paradigm.

If you’re familiar with Primer’s Round and Round EP from 2024, then you’ll be happy to know that Alyssa Midcalf retains her knack for catching your attention with an arresting turn of phrase and a catchy 80s-styled pop hook or two.

A New Paradigm could be viewed as just that for Primer. The pop side is noticeable, and while not a club banger, you can dance – and sing along to it – as easily as you can just zone in and lose yourself in the lyrics.

I will have to admit that I’ve not picked up before on the vocal similarities to other female musicians like Florence Welch and Marina. Midcalf comes across as freer and looser here, relaxed and confident, and maybe that drives the lyrics’ message? Primer exists on the edge of mainstream pop – A New Paradigm could easily push her to the centre.

Head to Primer’s Instagram for artist news and details of streaming options for her music, which include Apple Music, Spotify, and SoundCloud.

Header photo by Rik Horoky