francene rouelle is “off the carousel”
After making her debut in 2024 with the dreamy, princess-coded finally a fairytale, singer-songwriter francene rouelle now steps into a strikingly more self-aware era with her sophomore effort, off the carousel. Releasing August 1st via indie Asian American label mHart, with distribution by Head Bitch Music, a champion of femme and nontraditional voices in music, the 8-track project examines the messy, recurring patterns in love and life—the kinds of cycles we inherit, repeat, and eventually try to break.
francene rouelle’s “mr too perfect” Single Cover | Courtesy of @chie_endo
Spanning just under 20 minutes, off the carousel is an emotionally rich and lyrically sharp project that doesn't shy away from contradictions: comfort and chaos, goodbyes and what-ifs, blame and grace. “It’s vulnerable to a point where releasing it is scary,” shares the team. “It’s the most honest version of francene to date.”
Lead single "all the things i’d do" (out May 30) and follow-up "mr too perfect" (out July 11) offer two aching perspectives: the thrill and self-abandonment of chasing love, and the quiet devastation of walking away from someone who loved you well. francene's signature vocal performance—expressive, unguarded, and emotionally dynamic—guides the project through an eclectic but grounded soundscape, drawing from pop, singer-songwriter, UK DnB, indie, and pluggnb influences.
francene rouelle’s “all the things id do” Single Cover | Courtesy of @chie_endo
The album was written and recorded throughout 2024 at francene’s family farm—the same space where her debut was made—infusing the process with a sense of grounding and continuity. Co-written by francene and waverly (also the project’s producer and label head), the project was mixed by Mo Elias and brought to life visually with support from the full mHart creative team. Collaborators include photographer Chie Endo, creative director Ellena Martinez, and designer Vince Allen Hernandez.
off the carousel is more than a collection of songs—it’s an intimate, nonlinear story of leaving and learning. From the dreamy acceptance of "your name" to the emotionally chaotic "motion sick," and from the quiet unraveling of "second nature" to the deceptively upbeat, emotionally weighted closer "off the carousel," each track reveals a different layer of a pattern being lived, understood, or broken. Focus track "side effects" captures the core of the project: the cost of growing pains, and the sting that healing sometimes demands.
francene rouelle Promoting her Latest Album “off the carousel” | Courtesy of Chie Endo and Tylah Blaize
To accompany the music, francene and the mHart team have created a bold, serialized visual rollout inspired by Doechii’s "Swamp Sessions." Beginning in May, each Friday will unveil a new 1-minute video teaser built around a different track. These are paired with a satirical video series titled "Fate In Suitcase"—a surrealist game show where francene plays every character, from the sardonic host to the briefcase girls to the contestant, francene herself, revealing her past. Each case unlocks a video teaser and metaphorically unpacks emotional baggage, tying into the project's themes of agency and self-awareness—an ambitious rollout befitting what’s shaping up to be her breakthrough year.
Visually, the era is defined by monochromatic, minimal styling with moody, contemporary art museum-like aesthetics. The branding—led by designer Vince Allen Hernandez—leans into negative space, black-and-white tones, and abstract design. The result is an unmistakable world that feels equal parts vulnerable and self-assured, punctuated by francene’s signature five-petal flower motif and striking editorial visuals by Chie Endo.
francene rouelle Promoting her Latest Album “off the carousel” | Courtesy of Chie Endo and Tylah Blaize
francene enters this era with a year of notable momentum behind her: a standout performance at YAR (Texas' first Asian music festival), features in TIDAL's Rising Pop and Pop&B, a profile in the Austin Chronicle, and playlist support from Amazon Music. She also guest-spoke at UT Austin and Boston College on Asian American identity and media representation, and recently collaborated with Asian American brands COVRY and 1587 Sneakers.
Her stage show, rooted in musical theatre, includes choreography, dancers, and striking visual production—a rarity among rising indie acts. She's slated to co-headline mHart's AAPI Heritage Month showcase on May 31st at Cheer Up Charlies, and is actively seeking to support larger acts on Texas dates in 2025.
With a growing audience, a fully realized creative vision, and a team operating at the height of their craft, off the carousel is less a turning point—and more a launching one.
