Britney is back, but can she compete with Gaga?

Britney is due to release her seventh studio album in light of fierce competition from new comers like Lady Gaga.


Reuters March 28, 2011

LONDON:


As pop star Britney Spears prepares to launch her seventh studio album, Femme Fatale on March 29, the pop diva faces keen competition from Lady Gaga, Katy Perry and Rihanna, who reign atop Billboard’s Hot 100 singles ranking. Her younger rivals’ dominance this week may be coincidental indeed — Spears also topped the ranking recently with the single “Hold It Against Me” — however the chart is a reminder of how crowded the pop diva market has become since Spears first rose to fame as a teenager. There is little doubt her fans will ensure brisk sales. Spears has sold nearly 70 million albums, according to record label Jive Record and finally, it’s her music that is making headlines again instead of personal meltdowns, custody battles or rehab stints.


Spears kicked off a string of promotions for the album on March 25, with a performance at a Las Vegas nightclub. On March 27, in San Francisco, she recorded a sold-out mini-concert to be aired on ABC’s “Good Morning America” TV show on March 29. Yet, after more than 10 years in the music business, Spears, now 29, may have to do more to remain relevant in the era of Gaga, critics say. “As far as novelty goes, her natural demographic now has an icon as quirky as Lady Gaga to fascinate and fuss over,” said Andy Gill of Britain’s Independent newspaper. “Gaga’s music, let’s be frank, is not that much better than, or even different to, that on Femme Fatale, but she knows the lingering appeal of playing dress up,” he added in a two-out-of-five star review of Spears’ record. Adrian Thrills of the Daily Mail added: “The one-time gymslip diva has had to contend with the emergence of Lady Gaga, Katy Perry and Rihanna — a brash new wave of female performers who have made their mark while seemingly exercising far more creative control.”

Mixed reviews

Reviews of Femme Fatale have been mixed. Among the most positive was Rolling Stone Magazine, which awarded the album four stars. Femme Fatale may be Britney’s best album, wrote Jody Rosen, describing it as “a party record packed with sex and sadness.” Hitmaking producers Dr. Luke and Max Martin were responsible for seven of the 12 tracks, while the Black Eyed Peas’ band member Will.i.am was behind “Big Fat Bass” and Swedish music producer, Bloodshy worked on “How I Roll” and “Trip To Your Heart.” Critics singled out “Hold It Against Me”, with its dubstep influence, and “Inside Out,” as well as “Till the World Ends,” which Spin magazine called Spears’ “first truly synapse-sizzling single since “Toxic” In 2004.”

While there was broad agreement that the electro-pop, ballad-light record would be a dance floor hit, critics felt Spears was in danger of disappearing as a voice and personality. Alexis Petridis of British newspaper, Guardian awarded the album three stars, giving much credit to the producers for creating music that was “genuinely exciting.” But he reflected negatively on Britney’s voice, saying it was “as anonymous as ever, a state of affairs amplified by the lavishing of Auto-Tune.” Spears’ has said little about the album that has taken two years in the making, although she has called Femme Fatale: “my best work yet”, on a recent radio appearance and stressed its dance roots.”It’s definitely something that you want to work out to,” Spears said. “I’m a dancer so it’s definitely something I can

Published in The Express Tribune, March 29th, 2011.

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