For Claud, it’s not a question of if they will be able to transition from a lowkey bedroom pop signer to full-fledged indie pop star, it’s a question of when.
It’s only been a handful of years since 24 year old singer-songwriter Claud Mintz arrived to the Chicago music scene, but their future rise to fame now feels like a near-certainty, confirmed by their status as the first signee to Phoebe Bridgers’ label in 2020 after just one EP.
In four years, Claud has impressed listeners with their ability to make music that dwells in the space between slow and fast, quiet and loud, knowing where to meet the listener and how far to take them.
Claud melds a fusion of genres, effortlessly combining pop-esque vocals with soft indie instrumentals, and bringing smart, poetic lyricism to push the boundaries of bedroom pop.
On July 20, Claud will release their sophomore album, Supermodels, and the four released singles are hinting at a record that could very well establish Claud as a prominent force in the indie-pop scene for years to come.
In these singles, the singer beings to depart from the coming-of-age and teen romance themes found in their first album. Claud seems ready to move on to bigger themes and bigger questions, and we’ll soon see if we’re ready to listen.
Crumbs
“Crumbs,” the first song on the album, sets the tone with a quiet, moody song contemplating all the miniscule factors that make every relationship special and more powerful.
The introspective track features just Claud’s typical guitar and layered, slightly-muddled vocals, but as usual, the lyrics shine, with visceral lines easily conveying the imagery of a snowy spring day or the feeling of a deep melancholy on a languid afternoon.
“The little things are adding up / the little crumbs I hate cleaning up / but I will for you, I will for you, whatever you want.”
Every F****** Time
On the fourth track, Claud transition from a quiet melancholy to an impressive vocal performance that dwells in familiar, teen romance territory for the singer.
The song doesn’t do anything particularly new, but feels like a lead single that could bring more mainstream pop listeners into the Claud fanbase, with timeless lyrics and a catchy hook doing everything right.
“When you say you love me / I just can’t believe it / ’cause with you there’s always something / in the back of your mind / are you done rehearsing lines?”
Wet
“Wet,” the second single, is as timeless as bedroom pop gets. The steady drum beat, the vocal reverb, the catchy, chord-heavy hook all come together to create a dance-able song that pop-lovers of any age will enjoy.
More than anything, this song proves that Claud has the potential to transcend genres, to blur the lines between bedroom pop and synth-heavy indie rock and everything in between, with lyrics that don’t do much, but the beat is so catchy you don’t notice, and you don’t care.
“That’s not an apology / but I’ll take what I can get / dip your feet but not too wet / I swear this isn’t like me.”
It’s Not About You
“It’s Not About You” returns to the melancholy lyricism and quietly catchy songs that Claud is well known for. Perhaps the most underwhelming of the four released songs, “It’s Not About You” feels like Claud attempting to make a bigger point about love and relationships, but the songwriting is weak and the theme feels half-baked.
The song isn’t bad, by any means, but while each of the other three tracks feels original and like Claud venturing into new soundscapes, “It’s Not About You” feels like them relying on old tricks to create a pop song that could potentially fit nicely into the second half of the album, but we’ll have to wait until July 14 to see.
“It’s never been about you / it’s not, it’s not, it’s not, it’s not about you.”
— Carlos Fuentes
The Stumptown Groove 