Alfreda World Tour Review – The Deaf Institute, Manchester

Photo by Asya Fursevych

Words by Kate South

London-based pop artist Alfreda made the journey up to the Deaf Institute in Manchester on the 15th March. Featuring support from Brit School alum Eden Hunter, the show featured a whirlwind of costume changes, unreleased singles and anthemic pop numbers belted out by devoted fans. 

Alfreda is both a pop star and a cabaret artist, with theatricality bleeding into her live show. Her performance benefited from a four-piece band, giving some of the songs an indie pop-rock edge. Entering from the back of the room with a comically large wig synonymous with the Alfreda brand, it was clear she meant business. Alfreda wasn’t just performing the songs, but was performing the art of pop, exaggerating the mannerisms of a huge star despite the intimate venue. For example, taking the time to carefully apply a fresh layer of lipstick before smudging it across her face. There were several moments where songs were accompanied by theatrical choreography, for example, kissing polaroids of herself and throwing them into the crowd during the emotional ballad “Nude”, a number about her taking her first nude pictures. These moments showcased her gifts as a great vocalist and creative performer, introducing the absurd into her performance to reflect the meaning of the songs to create an immersive, cabaret-esque show.

Songs from the new TEASERAMA! era were received particularly well form the crowd, with some fans even attending in themed costumes. When Alfreda began the intro to  “DOLLY THE SHEEP”, one of her latest singles, the crowd sang along word-perfectly. One fan, called Chloe, came dressed as “Dolly” in a super cute sheep inspired outfit, and was given the sheep’s head featured in the “DOLLY THE SHEEP” single artwork at the end of the show. A dedicated Alfreda fan, she had travelled from London to attend the Manchester show. During the number Alfreda donned the same sheep mask and crawled around the audience on the floor as a sheep, an iconic ode to her work as a performance artist. 

Accompanying “Dolly” was a girl dressed in a “Pink Elephant” costume, who, during “Girls Night Out”, was invited up on stage. Alfreda took full advantage of the intimacy of the venue through frequent moments of audience interaction. A particular highlight was the performance of a monologue made from a fan’s notes app called  “reasons why I am not an alcoholic”, performed over the chords of the introduction of “PINK ELEPHANTS”, reflecting the spoken word nature of the verses on the track. This interaction was not only entertaining, but was also the exact way the final version of the song was written, with Alfreda opening her notes app and using her own musings on the relationship to form the first verse of the song. The way Alfreda invites the audience to peek behind the curtain both dismantles the artifice of performance, while also making herself the work of art. The many different wigs, pieces of costume, and the act of removing these items allowed Alfreda to shapeshift from one world to the next as she made her way down the setlist. It’s clear that the theatrical creativity of Alfreda’s work is mirrored by her audience. Toward the end of the set, a fan gifted Alfreda a hand-painted portrait, a testament to the dedication of Alfreda’s small but mighty fan base.

In addition to older songs and the latest singles from the TEASERAMA! era, Alfreda performed several unreleased songs. One example was “PUNCH & JUDY”, which is now available on streaming services, and another upcoming single “MAN AT THE DOOR”. The first has a dark-electropop aesthetic, while the latter features a slow intro followed by an indie rock breakdown with a comedic twist. Considering the strength of the kaleidoscopic collection of singles Alfreda has released so far, I cannot wait to see what the rest of the era has in store.

To close out the show, Alfreda performed the fan favourite track “Frankie”, a song about the time a man called her the wrong name in bed. To create the alter ego, Alfreda donned a blonde wig instead of the usual black. Toward the end of the song, she stepped back into the audience, blowing kisses to audience members, before dramatically leaving the stage. What was left was in her wake a collection of props, costumes, discarded sheep masks and gifts from fans. All pieces of evidence are of a fabulously theatrical show.

The set was nothing short of iconic. With catchy, well-written songs and a strong artistic vision, it’s only a matter of time before Alfreda becomes a star. It won’t be long before she packs out bigger and better venues. Watch this space.

Photos by Asya Fursevych