Song: Boom Boom Pow
Artist: Black Eyed Peas
Album: The E.N.D. (The Energy Never Dies)
Release Date: 22 May 2009 (IRL), 25 May 2009 (UK)
Genre: Electronic rap, R&B
Peak Position: 1 (UK), 4 (IRL)
The Black Eyed Peas have always set a line between songs that they are either brilliantly catchy or ridiculously awful! If your the type of person who thinks the latter then Boom Boom Pow, the Peas comeback single, is unlikely to change your opinion of them.
While the energy behind BEP’s songs is still present as well as they’re over-the-top bragging, this new song is a new direction for them. Using an 808 drum to provide massive beats against a series of futuristic synths, the song eventually breaks down into a mad techno bounce while will.i.am. ”shits on leprechauns with his beats”. Obviously there lyrical dexterity hasn’t improved but this song is all about futuristic energy and that’s the main thing. Auto-Tune might be used a little too much but them what do I know? I’m not 3008, I’m so two thousand and late. But i do know this-the Black Eyed Peas are back, bigger and better than before!
The video is a bit of a disappointment as it doesn’t perfectly emphasise the energy of the song. It begins with the four members of Black Eyed Peas staring at the camera with paranoid looks on their faces, possibly to emphasise the century we live in and how everyone’s watching us! Oooh!
There’s lots of nods towards technology such as HD flatscreens and computers and as the video progresses, the Peas become more digital in appearance with Fergie’s clothes changing numerous times and the rest of the group becoming more and more fuzzier until they transform into these dancing computerised creatures. There’s also a giant digital creature that shouts out ”LET THE BEAT ROCK!” too. So interesting ideas indeed but I feel the Peas could have done a bit more to make this video that bit better.