Nite Jewel throws her hat into the 2012 ring with “One Second of Love”. This is only her second album, yet it feels like she’s always been around. Back in 2009 she received harsh criticism for what was an allegedly ‘lazy’ take on chillwave. Pitchfork in particular took fault with the extreme lo-fi quality of the album. Future EPs fared no better, with Pitchfork and others stating she was so close to something good, yet offered no help.
“One Second of Love” may end that. A few tracks have already been unleashed onto an unsuspecting blog-o-sphere. They sound considerably more pop and polished than anything she’s done before. Nite Jewel seems to be taking the Ariel Pink route: clean up the sound a little bit and get some accolades. Already that approach seems to be paying off. Plus she looks kind of cute, a big plus for Pitchfork.
The back-pedaling has begun on Pitchfork. Before they called her sound a mush, too fragile, now they say she has a charming vibe. Already they say how her sound has evolved gradually, despite all of her releases getting roughly the same 6 point something score. Labels are shown as proof of her maturing sound, her mere existence on labels like ‘Italians do it better’ and ‘Mexican Summer’ is enough to confirm this suspicion.
Yep, the full Ariel Pink treatment is in full effect: now they appear to be air-brushing their previous opinions. “One Second of Love” the title track off the forthcoming album has gotten ‘Best New Music’ status, much as Ariel Pink’s ‘Round and Round’ song did long ago. Her self-image has changed too. Now she appears up front on the covers, in a new style, trying to go for a more personal, creative approach.
I’m not sure how Pitchfork will grade her on her new work. Based off of the increased amount of attention they’ve been giving her work, I imagine her next album will probably receive a better score. They may even try to coin some weird, poorly received moniker to describe the music like “Divawave”: a mixture between 80s Madonna and chillwave.
No matter what happens, things are looking up for Nite Jewel. I’ve been a fan of hers for a while. Hopefully she gets the credit she’s due. Hopefully her album leaks all over the place way before March 6th and people love it. I can only hope.