Is Rose Gray the Next Big British Pop Star?

The moment Gray realized the puzzle pieces of her first album were coming together was when she began working with Justin Tranter, the songwriter behind some of Selena Gomez and Justin Bieber’s biggest hits. After the two jumped on a Zoom in the early months of lockdown and found themselves waxing lyrical about Madonna, Tranter led Gray through something of a masterclass in songwriting, encouraging her to home in on her tangle of ideas and feelings. “I’ve never experienced writing like what I’ve experienced with Justin,” she says. “It’s quite magic.” Elsewhere, her collaborators on the record include the white-hot electronic producer Sega Bodega, electroclash queen Uffie, and house DJ Alex Metric—but even with all these cooks in the kitchen, the outcome feels distinctly Gray. “I feel like I’m pretty headstrong in sessions,” she notes. “I know what I do and don’t like.”

Just as unequivocal is the visual world Gray has constructed around the album: a wonderland of seedy glamour and fun in the sun that harks back to the glory days of ’90s Ibiza, and the work of photographers like Martin Parr and Elaine Constantine, who captured the electric energy of those underground nightlife scenes with striking, saturated color. “When I spoke to the photographer, I wanted it to be like a ’90s Prada campaign, but starring Dido,” Gray says, with a cheeky grin. (She also describes the look as Kylie Minogue’s iconic “Slow” music video mixed with Jonathan Glazer’s Sexy Beast—you can see the vision.) On the album cover, Gray stands on a beach in Barcelona while lovers canoodle in the sand and seagulls squawk above her head; with a Walkman attached to her bikini bottoms and headphones in her ears, she lets out a scream. “It’s a little bit tacky, but also quite glamorous,” Gray adds. “I think British dance music has always had that element, which I love, and now people like Charli XCX and Shygirl are making it cool again.”

The album artwork for Louder, Please.

Photo: Yana Van Nuffel

Like Charli and Shygirl (the latter of whom Gray has collaborated with and supported onstage), Gray has also been hitting the club to spread the gospel of her upcoming music. Last month, she kicked off a series of DJ nights titled Gray Selects which she hopes can both invite new listeners into her world and spotlight the work of up-and-coming musicians she admires. “I just want to start getting us all together and playing out each other’s music,” she says. It’s a warm, communal spirit that courses through the record, too, which sounds like the sort of thing you’d listen to on your friend’s portable speaker while getting ready for a night out, sipping a lukewarm vodka Red Bull while the smell of straightener-fried hair and Impulse body spray hangs in the air.