McLovin
Looking set to chart in the top three on Sunday, Cher Lloyd's second single is an effortless improvement on the divisive 'Swagger Jagger'.
Cher was by far my favourite act on the X Factor last year. Although many find her the musical equivalent of marmite, I thought her 'Turn My Swag On' audition was incredible, with only her subsequent performances of 'Stay' coming near to reaching its benchmark. So I've always had high hopes that, with the right song, Cher could demonstrate some of that natural exuberance we initially saw. While 'With Ur Love' isn't quite it (look out for album track 'Beautiful People', which may be the song I've been waiting for), it comes very close.
Owing a passing resemblance to Nicki Minaj's 'Your Love' - as did her live performance on the X Factor last Sunday -the single is a relaxed mid-tempo number which improves with each listen. Although I was originally worried that the chorus wasn't particularly memorable, it's quite possible I was distracted by the bridge, by far my favourite part of the song. 'All of them other boys can walk away/they ain't even in the game, You've got this swag, You've got this attitude/wanna hear you say my name'. I love Cher's higher vocal range, and it's here that it's put on best display.
It may not be a typical response, but I feel there's a really endearing side to Cher's personality which often gets obscured by 'swag' this and 'hater' that. This single restores my faith in the possibility of her having a long-term pop future. And even if Mike Posner's lame 'first base, second base' verse detracts and slightly derails the song's progress, it's amazing to think it's just over a year ago that Cher and her sore throat were wheezing over a version of his 'Cooler Than Me'. No matter which way you look at it, that's some progress!
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