Marina & The Diamonds Premieres New Video 'Radioactive'

The quirky pop artist launched the music video for her single 'Radioactive' two weeks after introducing fans to her character "Electra Heart" and the concept of her forthcoming project of the same name.

'Radioactive' - produced by Stargate (hit maker behind Rihanna, Alexis Jordan and Ne-Yo) and DJ Chuckie - was unveiled as the "second part" of Marina's new body of work, created to embody "the lies, illusions and death of an American dream".

The 'I Am Not A Robot' singer who found success with her 2010 breakthrough album "The Family Jewels" explained to Popjustice that "Electra Heart" is a three-part "story" that will be told in cinematic music videos and at this stage, she isn't sure if the concept will expand into her sophomore album or not.

"Electra Heart is the antithesis of everything that I stand for. My worst fear - that’s anyone’s worst fear - is losing myself and becoming a vacuous person. And that happens a lot when you’re very ambitious," she explains.

The project's official single 'Radioactive' hears Marina foraying into commercial dance/pop territory, something she has described as the "antithesis of everything [she has] done so far".

She spoke of her more collaborative approach to making the new album, which saw her teaming up with commercial hit producers like Stargate and Dr Luke, as a good learning experience.

"If this was a year ago - I don’t mind saying now that I would have been, like, “no way am I doing this”. I was not even up for working with anyone." 

She confessed, "I just think, if I’d sat in my bedroom and carried on as I was because I thought that equalled credibility, I don’t think I would have produced a good album."

Watch Marina & The Diamonds' new video 'Radioactive', where she is symbolically sporting a long blonde wig:

'Radioactive' was preceded by a video Marina had uploaded two weeks ago titled 'Fear & Loathing', an album track that served as an introduction to the "Electra Heart" project.

Watch the haunting video for 'Fear & Loathing' here:

Marina & The Diamonds will release 'Radioactive' in the UK on 3 October.