We ask what happens when a dog chasing its tail catches it. That's where Ghost is, because they have achieved all the fame and success they could have ever hoped for, but there is now a question to be asked; what will they do with the spotlight now that they have it?
The answer to that is apparently to shun everything that has made them who they are. From "Cirice" to "Square Hammer" to "Dance Macabre", Ghost is a singles band that throws everyone a few ghoulish pop songs that go down easy on radio, while the rest of the albums throw in some weird tangents. They have the hits to make crowds happy at shows, and the deeper cuts that must make Tobias happier to write and record.
Until now, that is. The three singles preceding this record are the weakest of the band's career. The criticism about how pop "Prequelle" leaned must have gotten into Tobias' head, because these songs don't have an ounce of pop to them... or a memorable melody. All three songs are heavier attempts to prove Ghost really is a rock band, but what they do is show that they aren't. By toning down their pop side, and by taking away what makes their songs enjoyable to the casual listener, Ghost has become average.
Scratch that. They've become not good enough to overcome the gimmick.
Let's be honest about one thing; Ghost has never been a band to deliver great albums. "Meliora" is the only one I think holds up as a unit, and even that has its obvious peaks and valleys. This record does too, as Tobias is too good to not throw in a few songs that hook you in. "Spillways" is the fluffy Satanic rock I want from Ghost, but I get why it was relegated to being an album cut. It's too soft and fluffy, and it's very similar to "Witch Image", which was the real highlight of the previous album.
Like "Meliora", which shared the same production team, this record trades on the darker tones of Ghost's sound. Unlike that album, this one doesn't have those two or three keystone songs that stand out as tent-poles the 'narrative' can be propped up by. There isn't a "Cirice" or "He Is" on this record, which makes for an odd feeling as the record plays out. Without the obvious hits, this record actually feels more cohesive than the usual Ghost affair, but it also feels more pedestrian because of it. Much like how a record with no dynamic range makes the loud and the soft sound the same, a record with little range in quality can have the same effect.
"Impera" is a pacemaker on Ghost's career; it keeps their momentum going at a steady clip, but if you stop and listen to the metronomic beep long enough, it will drive you crazy. This is a record where I feel like I'm digging and digging to find enough to satisfy me, and I'm not sure why I'm giving Ghost that much effort. The fact of the matter is that this album is entirely mediocre, and with a bit of hindsight, I shouldn't be surprised. This is who Ghost is, and who they've always been. I trick myself into thinking they're a better band than they are, because a collection of their singles and best songs up until now would be absolutely phenomenal. But how much do we really love a band if their greatest hits is the only album we ever need to hear?
That's my way of saying you don't need to feel bad if this flawed record doesn't convince you of Ghost's greatness. Up until now, I understood how and why Ghost was getting so big. This record is going to challenge that, because I don't know what other people are hearing in it to call it anything but a disappointment.
For me, if I want to hear Tobias' best work, I'll go listen to Subvision's "So Far, So Noir". In fact, I'm going to go do that again right now. That album fucking rules.
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