Sunday, 13 September 2009

Jay Sean 'Ride It'

Chart Peak: 11

YouTube

Jay Sean (Kamaljit Singh Jhooti to family) was one of the big breakthrough stars of 2004, blending RnB with Asian music as was the fashion then. Then things went rather quiet, apparently due to disputes with his record company. He re-emerged at the back end of 2007, with this comeback single finally released on his own label the following year.

Despite, or maybe because of, this extra artistic control, the resultant record seems a bit confused. He doesn't really seem to know whether to cave in to run of the mill RnB (as he clearly did with the no-cliche-missed video) or be more distinctive. There's certainly not a lot Asian about this, bar perhaps the intro
(that dramatic, if oddly filmed, dance interlude in the video isn't actually on the record), although of course he doesn't have to do that; more conspicuously, the suddenly British-sounding lyric "Re-apply your lippy cause it came off on the glass" sticks out like a sore thumb. It's all very smooth and not exactly unpleasant, but perhaps he should have had more of the courage of his convictions.

The odd postscript is that at time of writing, he's Number 2 on the Hot 100 in America.

Also appearing on: Now 56 (with Rishi Rich Project & Juggy D), 58 (with Rishi Rich Project), 59, 74 (with Lil Wayne)
Available on: My Own Way

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