“Because of ‘Best Damn Night’ neatly conforming to the very music Sony intend to move away from, it’s only made them and Six-D look ridiculous”
Digital Release: July 24, 2011
Physical Release: July 25, 2011
Meet Six-D. The answer to what happens when the more commonly-used angles of marketing become over-crowded with flash-in-the-pan popstars too daunted by the prospect of risk-taking and venturing into their own creative realms. Alas, they are a product of Sony Music Entertainment, and accompanying their all-singing, all dancing début ‘Best Damn Night’ is the distinct odour of manufactured pop given a fancy make-up and sold as something contemporary.
This shaky début is defined by almost any measure except musical creativity or lyrical ingenuity – it’s fairly catchy, it’s got attitude, it’s Of The Now; it’s typically rehashed music fodder: the stuff that throwaway hits are made of these days. But nothing listed in it’s ingredients suggests it’s something that calls for much more observance than that. Not even the high-flying arrogance of their choreographer, Laurieann Gibson – a woman so hideously self-professing she would have you believe she is the solitary factor behind any of the success these council-house urbanites may achieve – can tantalise taste-buds that have been sterilised by such arid musicality.
Amidst an uninspiring layout, each member takes their turn to leave some imprint in the minds of those listening before their time on the song is up, and with so many personalities all fighting for the spotlight with such clumsy execution and zero awareness of their group members, ‘Best Damn Night’ barely stands a level above your average unrehearsed X Factor audition.
Unfortunately for all of Six-D, the collective effort the six members produce isn’t enough to make one cast a second glimpse, even if they can dance. It’s an arguably interesting approach Sony have taken – obviously trying to win a losing war against everything being about the music and celebrity, but because of ‘Best Damn Night’ neatly conforming to the very music Sony intend to move away from, it’s only made them and Six-D look ridiculous. There’s not much quality or innovation here.