Maybe I’m having a moment, but my iTunes shuffle was on and Beyonce’s “Crazy in Love” came on. I was taken right back! Right back to 2003 when the world was introduced to Mrs Carter as a solo force to be reckoned with, in such a convincing way. My next thought was how this “4″ era doesn’t have that kind of freshness and how I, a self-confessed B stan, was not feeling this vibe. “Why?”, I thought. Maybe I’m just older now, and maybe I’m over it. Maybe. But my gut leans more towards the feeling that “Run The World” is just not a great enough song, the visual isn’t as epic as I expected it to be and the promo strategy seems out of touch with her fans. The thing is, I actually want to like her but she is making it hard for me right now.
1. The Single
Everyone and their mama has given their opinion on the lead single from “4″ so I won’t rehash those comments but I will say this: the song is mediocre at best and Bey is resting on her laurels by depending on the hotness of the beat. I appreciate that she wants to have her own sound/lane on mainstream radio, but this is not the lane to take, hit a different freeway next time. The song felt forced, in terms of creativity, and I am left with a “meh” feeling after every listen. I also understand that this is not 2003 and she is well into her career so not every single will have the impact of Crazy In Love but if you’re not getting better, what’s the point?
Luckily, the potential 2nd single, “Till The End of Time” sounds so hot with the signature Bey vocals that we love over a fusion of MJ and African/Tribal musical vibes. Saving grace?
2. The Visual & Promo
Lord knows that I am a believer in Bey’s hotness. Her toned but womanly body, her great weaves and killer red carpet appearances but something seems off right now. The body is still great but the hair is a little scraggly, the video for “Run The World” is so forced (Rihanna “Hard” anyone?) and she’s hasn’t been seen anywhere besides those candids in France and the Harlem school visit for Michelle Obama’s initiative. It seems like she doesn’t want to interact with her fans or something. She’s not on Twitter, so us fans don’t even get that from her and everyone knows her interviews are so media-trained that every ounce of personality is squeezed out like freshly made orange juice. From my gatherings, in this day and age, it is important for pop music heavyweights to have a firm connection with their fans in order to maintain their popularity. Adele has her amazingly humorous interviews, Katy Perry and Rihanna have their naughty/fun tweets, Lady Gaga has her never-ending tweets about her love for her Little Monsters. What does Bey have? Nothing. Um…….Where You At Beyonce? Even Britney has those “we-don’t-know-if-its-really-her” tweets but at least her fans have that.
A flop isn’t always a bad thing. Every mega star will experience bumps in the road and sometimes this is necessary to redirect them or even re-inspire them to create a great record. Not every record by Madonna, MJ or any other legend was successful. But they did try follow up the flops with something new and magical. So maybe Beyonce needs this?
Those are my thoughts. Like I said, maybe I’m just a little more grown up and the Pop/RnB musical sphere doesn’t ignite my soul anymore. Sad, but maybe true. Or maybe The Prophet’s hateration is finally sinking in, lol.
What do you think about the “4″th era? *see what I did there? lol*