Seinabo Sey is one of the artist’s of 2015 that seemingly slipped through the cracks.  She is the stuff of major label dreams – a Scandi-pop songwriter with a soul voice well beyond her 25 years. Despite this, her name probably wouldn’t be familiar to most. Her song-writing focuses on all the major headaches twenty-somethings experience when it comes to life, love and growing up.

On her debut, ‘Pretend’, Seinabo Sey collects every doubt she’s ever had, and puts them to strings, keys and experimental percussion.

Younger – written in 2013 – still rings true two years later. Seinabo Sey is chaste in delivery, chiding herself for not pursing her ambitions to be a musician.

An overall theme of positivity and perseverance buoys a song that is otherwise a non-starter, given it’s askew pacing. This might have something to do with her origins as a rap artist, having said previously she had to relearn how to write for pop as opposed to rap.

Kygo’s tropical house re-do brings a more consistent energy to the song than the original.

Songs such as Who, is more powerful in conveying her wisdom. “Who do you think you are? Who do you want to be?” Clapping back at the doubters and non-believers, she asserts herself over simple percussion and disco synths and strings. Hard Times goes harder still, her voice coursing over sparse instrumentation with unshakable confidence.

Poetic is another key moment on ‘Pretend’, paying homage to old school soul with deep somber keys and a gospel choir providing backing vocals. Teetering with tears and hot emotions, her desperation is best highlighted in the lyric, “You took my breath and I don’t want it back”.

It’s an emotive, and often raw listen, certainly, but it all gets a bit samey after that. Sey’s voice on Ruin is demonstrated as flexible beyond belief, but the repeated choruses and low-rolling verses aren’t interesting enough. Sorry is a pretty miserable affair, with funeral keys and anchor-heavy vocals, when it should be sharper and more critical. There’s a reason why the LP doesn’t focus on themes of heartbreak and romance – she’s just not as good at it.

The exception to this is Still, a folk inspired tune about concentrating on the future and letting go of the past and lost relationships. It’s tender, and simple – sounding as though the song was theraputic to write and record for Sey.

‘Pretend’ sees Seinabo Sey take her first real swipe at a dream she’s been chasing for years. More often than not, lyrically, she hits the mark. Her words will deeply resonate with listeners worlds over, but more often than not the instrumentation either isn’t as enticing or is completely mis-alligned. Seinabo Sey is proof that a great voice does not an album make.