Jay Sean recently premiered the lead single 2012 from his upcoming album, due out this November. Sean is still striking while the iron is hot and quickly churning out another album before irrelevancy kicks in!
Now I know it’s great to see Jay Sean and his other British breakthrough Taio Cruz do so well in the US but I find it hard to bear any goodwill towards the guys when they’ve simply sold their souls for tons of cash and attention in recording formulaic pop songs with no imagination, clichéd lyrics and egotistical shout-outs to their label or producer. This is the formula Jay has been following for this single and previous two US hits Down and Do You Remember – lyrics about “going to the club and forgetting your troubles”, a woaahhh-oooh hook, a big inspirational chorus and a feature by some rent-a-rapper that whores themselves all over songs with irrelevant raps. First it was Lil’ Wayne, then it was Sean Paul and Lil’ Jon and now its latest ‘it’ girl Nicki Minaj.
The reason I’m so mad with Jay Sean and Taio Cruz and what I call their ‘conveyor belt pop’ is that these bland shallow songs will climb right up the charts while far more creative songs will be permitted to flop. Now I’m no music snob and love a good club anthem as much as the next person but when Sean and Cruz release the same track over and over again with no signs of innovation, you can really tell that they don’t care as long as they bring in that moolah! Complete fad artists! I hope this flops…spectacularly…and gives Jay Sean the wake-up call he so badly needs.
Oh, here’s a behind the scenes look at the video which looks like a formulaic pop/R&B video but Jay promises it will have some “cool effects”. I can barely contain myself with the excitement…it will be released 8th August.