Back in 2016 Margo Price arrived on the international stage from seemingly nowhere armed with the epic Midwest Farmer's Daughter. Of course, she hadn't arrived from nowhere. She'd had a story that could have been the focal point of a million typical Country songs, and while her narrative in her work was biographical, it was actually rather refreshingly original simultaneously. She delivered a contemporary take on a classic sound. While 2017's All American Made was impressive, it didn't touch the genius of her debut. After a three year wait, can her third studio album reach that peak?
While All American Made was unable to cast itself free of the large shadow of her debut, there has enough time and space for a fresh life to be breathed into That's How Rumors Get Started. And it is little surprise that this is a very different sounding record to its predecessors.
Having left her musical home with producer and record label boss Jack White for a new label and new producer, the award-winning Sturgill Simpson, Margo's third studio album feels a heck of a lot lighter - and that is not a criticism. Where her debuts felt like she had to clear her chest of troubles, her third studio album feels like it has come from a place of enjoyed passion.
Although the album deals with difficulties she has experienced at home and in relationships, it is packaged in Country-lite pop driven rock bites that are very easily digested. It is very easy to get lost in the playful stomp of Letting Me Down and dizzying dance of early Natalie Imbruglia-esque Heartless Mind.
That's How Rumors Get Started gives birth to a new era in Margo Price's musical career, and it is an era that may be the one she is best remembered for.