Stop the (virtual) presses! Hold everything! We here at Shout had long since given up hope of ever writing a positive Britney Spears single review ever again.
And then she dropped Till The World Ends.
It’s no secret that we’ve thought Britney’s career has been distinctly mediocre throughout her last three albums. And to be fair, Britney has had a harder transition from bubblegum pop princess to veteran pop icon than most. She’s been accustomed to negative tabloid stories, head shaving and other assorted craziness. And as we’ve said in the past, her recent releases have felt like “Britney Paying The Bills” than “Britney Giving A Crap About Her Music”.
Let’s not be naive enough to think that Till The World Ends is a game-changing single for Ms Spears. It isn’t.
It’s Britney taking her substance-lite pop music and giving it a healthy coating of “Club Anthem”. And surprisingly it works rather brilliantly. It’s like a sophisticated, dance-version of a Ke$ha track. Think about it for a second and you could really imagine Ke$ha singing this.
Of course, this type of track is all about the chorus, and this single delivers a knockout one. It’s not only got a strong hook, but Britney follows up with a football-esque chant. Once that sucker gets stuck in your cranium, you’ll only be able to get it out with an industry strength drill. (Don’t try this at home, kids)
The video’s fittingly set on 21st December 2012 – the official date for the end of the world. It’s got more than a few parallels with Britney’s Slave 4 U video, right down to the sprinkler scene. Perhaps the most startling thing is that Spears seems to be into it. She looks like she’s really just enjoying herself, whereas lately she’s looked as if she’s been shoved out to front shit pop songs.
Viva la Britney! Well done – thumbs up here!