Eleri Ward-BELIEVE IT AND IT’S TRUE arrives with an unusual sense of purpose. Rather than treating electronic pop simply as a vehicle for melody and atmosphere, Ward uses the form as a space for repetition, reflection and transformation. The result is a track that feels deliberately removed from the conventional expectations of a pop single, yet remains accessible enough to draw the listener in almost immediately. It is music designed not only to be heard, but to be absorbed.
At the heart of the track is repetition. Ward builds her vocal presence around affirmations that return again and again, gradually changing their weight through rhythm, layering and delivery. The words become less like conventional lyrics and more like phrases intended to settle into the subconscious. This approach could easily become predictable, but the production gives the repeated passages enough movement to maintain their pull. Her voice has an ethereal quality, floating above the arrangement while retaining a striking sense of intimacy.
The rhythmic structure plays an important role in establishing this hypnotic effect. Instead of pushing aggressively towards a dramatic climax, the beat maintains a controlled, almost ritualistic pulse. There is a sense of forward motion, but it feels measured rather than hurried. That balance allows the repetition to become the central musical gesture. The rhythm gives the track a physical dimension, encouraging the listener to settle into its pattern rather than simply waiting for the next section.
The synth work contributes considerably to the atmosphere. Ward surrounds the vocal with electronic textures that feel spacious and celestial, creating an environment where individual sounds seem to dissolve into one another. The production does not overcrowd the composition. Instead, it leaves enough air around the voice for the affirmations to remain clearly in focus. This restraint is one of the track’s strongest qualities, because it allows the electronic elements to support the emotional intention without becoming decorative for their own sake.
There is also something interesting in the tension between pop songwriting and mantra music. “BELIEVE IT AND IT’S TRUE” still possesses the melodic instinct expected from Ward, but its structure is closer to a repeated ritual than a conventional verse-chorus narrative. That distinction gives the single its identity. The track asks for participation, even if that participation is simply listening closely and allowing the repeated phrases to become familiar. In this sense, Ward turns repetition into the main compositional tool rather than a limitation.
The accompanying visual concept reinforces this direction through affirmation, EFT tapping, spellwork and tarot imagery, extending the song beyond the boundaries of audio. Yet the music itself is strong enough to stand independently. Its atmosphere is immersive without becoming excessively opaque, while Ward’s vocal performance keeps a human presence at the centre of an otherwise highly atmospheric production.
The single also makes sense within the wider evolution of Ward’s work. Her background in storytelling and her earlier explorations of ritual have gradually opened into a more electronic, introspective sound. Here, acoustic sensibilities are no longer the defining element; they exist beneath a broader electro-pop palette that gives her considerable room to experiment. The transition feels natural rather than forced.
Ultimately, Eleri Ward-BELIEVE IT AND IT’S TRUE is a high-quality release with a clear artistic concept and an unusually cohesive sonic identity. Its hypnotic rhythm, luminous synth textures and captivating vocals work together to create something that sits somewhere between electronic pop, meditation and modern ritual. It is an intriguing direction for Ward, and one we are very happy to host on Parkett Channel with a review.
