Swedish experimental pop singer-songwriter Naomi Namasenda, known mononymously as Namasenda, isn’t impressed with where music rests today. With each new release, she reaches further into different eras and aesthetics for new sounds and arrangements. Taking inspiration from action films and her Instagram’s explore page, Namasenda tweaks hyperpop to her artistic whim. Her 2016 debut hit “Here” landed her a spot on British label PC Music. Now, her latest mixtape “Unlimited Ammo,” which was released on Oct. 28, presents listeners with a prismatic melodrama.
Maintaining the same intensity of her earlier and more experimental projects, Namasenda plays a fierce protagonist in a 38-minute mixtape “love story” produced by A.G. Cook, the founder of PC Music. One second, you’re sympathizing with Namasenda in moments of insecurity. Next, you’re in an exciting pursuit of club drums and dazzling synths.
The mixtape recounts the passion of the “Die Hard” films, one of Namasenda’s favorite movie series.
“I watch a lot of movies, especially action movies, so I guess that has an impact on me. Quite obviously, since I made this mixtape,” Namasenda said to Metal Magazine.
She then revealed that a scene of actor Bruce Willis hanging from a fire hose from the first “Die Hard” film directly inspired the cover art for her album single, “No Regrets.”
The mixtape’s opener, “Black Ops 2,” is named after one of the best-selling titles from the “Call of Duty” video game franchise, famously known for its M-rated emulation of futuristic violence. Namasenda enlists producer and singer-songwriter Dylan Brady of the band 100 Gecs, who beefs the industrial sound out of this world. Lyrically, the song finds no remorse for a speaker who seems to doubt their powers.
The title track blends male-dominated action tropes with lyrics of yearning and bubblegum bass. If it wasn’t already obvious by the velvet drum rolls and distorted synths, the title track of “Unlimited Ammo” reveals Cook as the album’s main producer.
The cyber-hero aesthetic wouldn’t be complete without Namasenda’s advanced knowledge of pop conventions — not only does she set herself apart with her curiosity but she also continues to excel at making great pop songs. “Banana Clip,” which features fashion designer and musician Mowalola, boasts an incredibly infectious chorus. The track “No Regrets” makes use of a boom-clap arrangement that could pass for radio music. “Clouds” nods to the EDM scene with its swelling hook and satisfying bass drop. The pop influence only makes sense. How can an artist make a futuristic dance album without the wonder of pop music?
There isn’t a moment on “Unlimited Ammo” that isn’t decorated with augmented vocals and speedy beats. Even though she utilizes autotune in her tracks, Namasenda isn’t hiding behind any insecurity; she considers the pop-music staple a crucial piece of her sound.
“[Autotune is] an instrument, and it’s a skill. So people need to stop with this nonsense. I just see it as an instrument, and it’s my favorite instrument,” Namasenda said in an interview with Office Magazine.
Listeners may mistake Namasenda’s vocal runs for Charli XCX’s; however, the following track, “Finish Him (ft. Joey LaBeija),” dips too far into glitchcore for Charli’s sensibilities. Where Charli would belt an impressive vocal on a hook, Namasenda distorts her voice beyond coherence.
It isn’t entirely fair to compare Namasenda to her labelmates and general peers, but “Unlimited Ammo’s” affinity for Charli XCX’s 2020 release of “how i’m feeling now (2020)” and Hannah Diamond’s 2019 release of “Invisible (2019)” makes it hard to resist. “Unlimited Ammo” isn’t striving for the heaviest headbangers of the century; the mixtape’s goal is to create a world within a project. And it succeeds.
By focusing on an aesthetic and dedicating herself to world-building, Namasenda dives into fashion and music videos with a sincere vision.
“Fashion plays a big role. I love fashion and the way it connects to music and expressing yourself,” Namasenda said to Office Magazine.
Namasenda also admitted that she looks no further than her Instagram explore page for inspiration.
Namasenda’s excellent knack for the experimental separates “Unlimited Ammo” from any other album released this year. Finding valid grooves through unconventional means is her greatest weapon. “Steel (ft. Hannah Diamond)” runs a lot shorter than it seems — there’s so much thrown at the listener that the track ends before they can synthesize it. The track hardly fits on the album, given its focus on personal writing and off-key vocals; however, , but its quirks deserve a spot on the tracklist.
“Shots Fired” closes out the sonic blockbuster with a drum-and-bass pattern that’s bound to get stuck in listeners’ heads. Namasenda wraps up the action and romance-esque mixtape with a firm and thrilling conclusion: “You don’t love me anymore / So I might cut you off forever.”
Namasenda’s mixtape competes for a spot on your annual-release list in earnest. With her unique sound, slick blonde hair and her signature leather suit, she embodies a wonderfully dramatic pop star with a hunger for vengeance. Advice to roast exes, affirmations, clap backs and a boastful attitude adorns the mixtape as a whole.
Namasenda pushes the limits of a conceptual mixtape and creates a hyperpop battlefield. “Unlimited Ammo” is the first strike –– who knows how she’ll strike next? Not only does Namasenda go beyond boundaries to explore her creative limits, but she also transports us to a space that’s too fun to forget.
Mason Stoutamire is an Entertainment Intern for the fall 2021 quarter. He can be reached at mstoutam@uci.edu.