Britney Spears’ previous album, Britney Jean, staggered onto the stage as the pinnacle of ‘zombie pop‘ and was “one of the most depressing albums I have ever heard.” It was so wretched that I thought we might have reached the bottom of the barrel:
…pop isn’t taken seriously as an art form yet a trite populism means that it’s instinctively defended against any and all criticism. When the banal output of One Direction is celebrated as a joyful cultural force, the pressure to do something great is pretty much non-existent. Add to this the fact that record sales are in decline, resulting in labels increasingly relying on their star artists for revenue (which itself comes more and more from advertising and endorsement deals) and you have a recipe for conservatism. The results of this have been unavoidable this year in most of the big pop releases: Prism’s dry self-denial; Gaga and Justin’s need to smother their music in tortured conceits to lend it ‘worth’; Miley’s ‘will this do?’ singles-and-filler effort. There’s been a singular lack of vision and, more to the point, a lack of daring. If Thriller was the music industry’s Star Wars, it feels like we’re at the stage where the results are market-driven dreck akin to Pearl Harbour.
Reading this in 2016, it’s certainly more difficult to complain about ‘a singular lack of vision and, more to the point, a lack of daring” when the pop mainstream is dominated by artists like Beyonce and Frank Ocean. The former surprise released Lemonade with an accompanying feature-length ‘visual album’ while the latter, not to be outdone, preceded his second album with an entirely separate visual album and then dropped blond with international pop-up shops. Both ‘campaigns’ generated enough hyperbole to power a nuclear power station, massive critical acclaim and commercial success. On the more prosaic end of the pop spectrum, teen idols like Justin Bieber and Zayn Malik have been reinvented in collaborations with electronic and r&b producers like Skrillex, Diplo and Malay.
Britney Spears has kinda been paying attention. This week she releases a new album, Glory, and it’s a step away from the formulaic EDM which characterised her recent efforts into more diverse, but not unexpected, areas. It seems a major pop album in 2016 isn’t complete without forays into reggae, hip-hop, minimalist r&b and other ‘sonic terrains’ which would please the Pitchfork and Vice crowd. Glory is miles better than Britney Jean (it would be very difficult not to be) but it still feels dead behind the eyes without turning that quality into a dazzling strength, as Blackout did. More to the point, it feels very traditional, in this age of the pop arms race – it’s just a collection of songs with no particular theme, trailed well in advance and preceded by a single. Perhaps it was felt that ‘the return of Britney Spears’ was a big enough splash on its own but it seems doubtful that this will be the case.
Listening to Glory, a couple of things conspired to lend context and get me thinking about pop in 2016. Firstly, Madonna’s Cherish came on random play soon after Glory ended:
Madonna of course has had plenty of her own creative conceits and bold marketing moves but it struck me, listening to Cherish, that you so rarely hear pop music like it anymore (even from Madonna). It’s guileless, charming and feels unencumbered by an acute self-awareness or concern for a wider context. In an era when songs, videos and albums show an eagerness to launch a thousand memes and our popstars offer carefully curated connection via social media, it seems increasingly rare to hear pop songs confident enough that they themselves are enough.
Rare but not unheard of. My thoughts turned to what seemed to me the most obvious example of this kind of pop in recent years: Carly Rae Jepsen’s E•MO•TION, which saw its worldwide release one year ago this week. This anniversary was fresh in my mind as Jepsen has announced a companion release, E•MO•TION Side B, to mark it. The five-day gap from announcement to release is as far into the pop marketing arms race as Jepsen has yet ventured and while Call Me Maybe launched a plethora of viral videos, they felt like a cute aside to the song rather than a calculated part of its appeal.
In a review of Lady Gaga’s ARTPOP I once wrote:
…Gaga lacks confidence in pop as an art form in itself, seeming unable to let a song breathe and instead overbearing it with very deliberate efforts to be seen as a ‘proper artist’. Throughout ARTPOP signifier upon signifier is piled on top of sometimes brilliant melodies, creating enough room for breathless readings of Gaga’s ‘art’ certainly, but failing on the more basic level as engaging pop music. One of her early statements was that ‘pop will never be low-brow’, a suggested understanding that the simple pleasures of pop songs like (for example) Carly Rae Jepsen’s Call Me Maybe or Gaga’s own Poker Face were a powerful and admirable art form in themselves. With ARTPOP, however, it instead seems that Gaga thinks pop needs to be smothered in the language and aesthetics of more traditional art forms in order to have ‘value’.
It strikes me that this manifestation of Poptimism, wherein there’s a significant audience which requires its pop to be heavily signposted before they take it seriously, has gone turbo, feeding directly into the arms race of works which drape themselves in signifier after signifier that they are a ‘cut above’ your usual pop. It’s instructive that, for a mass audience, Carly Rae Jepsen is a semi-ironic one-hit-wonder to be enjoyed alongside Gangham Style. For a relatively small but vocal group, however, E•MO•TION marked her out as a pop artist in the most classic sense – someone who takes pop seriously enough to let it do the talking. From that plaintive sax which opens Run Away With Me, E•MO•TION grabs the heart with a charming sincerity atypical of the current pop scene: there is no overarching conceit tacked on, the music is not hinged on ‘Carly Rae Jepsen’ as a personality or cipher and for all the involvement of cool hitmakers like Sia and Blood Orange, it feels like an artist’s labour of love. It’s telling that in an article ostensibly praising the record, Vice still feels the need to observe that “maybe being marketed as a leftfield-leaning pop artist in the vein of Robyn is what Carly Rae Jepsen should be striving for”. It feels like we are increasingly unable to parse pop which doesn’t either make clear that it is SERIOUS AND CREDIBLE or allow itself to be framed as something apart from ‘real music’ which you are very broad-minded for enjoying. We expect the artist, and the marketing, to do a lot of the work for us. Hence Madonna recently distinguishing herself from ‘pop acts’ and labelling herself as an ‘artist’ – the people have to be told!
This is a large part of why Glory feels like an album out of time. I think it’s largely going for the latter kind of appreciation, relying on Britney as the kind of popstar many will like in a performative way without any real belief that she is an ‘artist’, yet it was preceded by an atypically ‘mature’ single and advance word labelling it a ‘new era’. It’s a mish-mash which feels like it doesn’t understand the current scene or its dominant strain of Poptimism and it will probably struggle to make much impact as a result. If you want commercial success and critical acclaim in the arms race of 2016 pop, you gotta work, bitch.