7/27: Fifth Harmony bring the fire but lack a unique spark

REVIEW
Album: 7/24
Performers: Fifth Harmony
Verdict: A solid album combining the 5H flair with the trends dominating radio in 2016, but lacked a sense of next-level intensity

By EMILY BURKHARDT 

The sophomore release from Fifth Harmony sees America’s pop princess quintet burst back on the scene with a solid, predictable collection full of their typical energy and sass.

The album was named after the memorable day in 2012 when the short-lived American X Factor threw Camila, Normani, Dinah, Ally and Lauren together.

Four years on, this day has changed their lives forever – but the album feels a little less than harmonious.

7/27 opens with thumping drum beats and electronic trumpets on the feminine anthem That’s My Girl. It champions the strong female empowerment vibes that underpin the Fifth Harmony philosophy with an abundance of passion and power.

This sets a great precedence for a confident and more mature pop diva edge. There are definite moments where Harmonisers (their fan base) can truly see how much the group have grown since their Reflection days.

The cruisy, feel-good beats of The Life adds a fresh take with a simply blended production that allows each of the girls to really shine vocally.

Fifth Harmony also show that they are developing lyrically through the second single Write On Me, with an interesting extended metaphor that creates a really intimate and unique moment.

Later track Scared of Happy also showcases their lyrical growth and experimentation. 

The metaphor of being afraid and losing confidence is not only relatable on its own, but also makes a very interesting lyrical theme. The strong melodic and vocal delivery allows it to make a real impact.

TOP TRACK
One of the most beautiful and emotional moments on the album, No Way, surprisingly comes last on the deluxe edition track list.
But its smooth, smoky, haunting harmonies and vulnerable lyrical themes makes it rise above the rest.

Standard album closer Not That Kinda Girl brings the sassy fire back in a big way, with a proper throwback to the hip hopping days of the 1990s, including a cameo from the Queen of Fierce herself Missy Elliott.

The huge beat definitely makes people dance, and the little curse in the chorus shows the girls are not afraid to go out of their comfort zone.

But unfortunately this is also the biggest weakness of 7/27, as Fifth Harmony simply isn’t consistent enough in taking the big musical risks.

Radio-ready lead single Work From Home is catchy yet unfulfilling, with its Rihanna-reminiscent drone chorus, suggestive lyrics and a dictionless cameo from supposedly popular rapper Ty Dolla Sign.

Their laboured reliance on techno, while the EDM-style riffs that dominate mainstream radio also weigh down the middle of the album with too much repetition.

All In My Head (Flex), Squeeze and deluxe track Dope are lyrically bland and fail to make any real impact musically or thematically.

There is no denying that 7/27 is full of feminine fierceness, vitality and the techno savvy vibe that is right at home in the 2016 music landscape.

The lack of depth in some songs shows that Camila, Normani, Dinah, Ally and Lauren still have room to grow into even more powerful artists.

7/27 (Standard and Deluxe Edition) is out now. Twitter: @FifthHarmony