Mags Returns With ‘Herified’: A Focused Pop Statement on Fascination, Visibility, and “Big Love”

Copenhagen pop artist mags (Margrethe Tang) issues Herified, an eight-track album that frames desire, self-recognition, and queer visibility within a lucid electronic pop language. Conceived as a life-affirming project about coming to love oneself and coming forward, the record treats personal narrative as the engine for direct, melodic songwriting.

The concept turns on a single word: “fascination.” Drawing an explicit line to Monet’s serial water-lily canvases, Herified returns to love from multiple vantage points—euphoric, heavy, messy, crystalline—without losing its stylistic through-line. The title literalizes action: taking the noun “her” and adding “-ified” to signal a shift from knowing to doing. In practice, that means translating feeling into movement, and intimacy into songs designed for immediacy.

Across eight songs, mags alternates diaristic verses with clean, hook-built choruses, moving between quirky electronic textures and widescreen balladry. The production favors clarity over clutter, leaving space for unguarded vocals that mirror the album’s perimeter themes: the exhilaration and fear that accompany desire when it is lived openly and named without euphemism.

The project is equally a statement about representation. Having grown up in the Danish countryside with few visible queer, female role models, mags positions Herified as a corrective to the pop canon she inherited. Centering queer, female-led narratives is not framed as provocation or plea but as normalcy: stories of women loving women belong in mainstream love songs, and their absence is a problem of visibility, not universality.

Lead single “blue” distills the record’s thesis into an uncomplicated celebration of falling in love. Where radio staples once defaulted to boy-meets-girl templates, “blue” writes a different default—one that names queer romance plainly and trusts its resonance. The track reads as both personal milestone and artistic manifesto: love is universal precisely because love has no gender, and pop’s task is to say so with precision and flair.

The album’s sequencing underscores that claim. Lithe, bubbling passages sit beside heavier, slower articulations, mapping an affective range that refuses to choose between the rush and the reckoning. What binds the set is intent: visibility as practice, not posture; craft as the means for witness; and fascination as the discipline that keeps a single subject—love—open to endless, concrete variation.

In a Nordic pop landscape known for craftsmanship and clarity, Herified reads as a compact, purposeful statement. It consolidates mags’ voice as one that privileges directness and color while expanding the field of who gets centered in pop’s most durable narrative. The result is an album that is at once personal and expansive, diaristic and public-minded, shaped by the conviction that self-knowledge gains force when set to melody.

Date: September 5, 2025.