Gwen Stefani's target-Backed Grammy "reside music Video" Is a Dumb theory - Inverse

Pop artists are doing all types of bizarre issues to advertise and debut new song, no matter if it's Rihanna with her Samsung app, Beyoncé along with her super Bowl hype cycle, or Kanye together with his now-hellish album rollout, which fortunately (expectantly) might be over tonight. Now Gwen Stefani — the ever-chameleonic former little doubt singer and erstwhile pop diva — is trying her hand at a radical new free up method. The most effective issue is: it's fairly dull.

Stefani's concept-provokingly-titled new album here's What the reality feels like is out March 18, and Stefani is determined to most beneficial its first single tomorrow. but the precise presentation will come on the Grammys on Monday evening, when Stefani will replenish a business ruin slot by broadcasting a "live music video."

The query may additionally run via your mind: How is that this definitely distinct from a glorified are living Grammy efficiency? in spite of everything, these awards display performances are always complex. well, we will predict "acted out" sequences — so more of a narrative than usual — and presumably diverse sets and construction values. might be it will be a little like a tv musical, however with the recent Grease: are living!, Peter Pan, and The Wiz primetime productions, that's no longer an anomaly at all.

Stefani is ready (for us) to be impressed, as a superb man as soon as stated, and yet the concept appears decidedly underwhelming. Plus, as Billboard points out, Erykah Badu and splendid tech innovators demise Cab for Cutie have attempted equivalent projects before, even though now not on broadcast television.

yet another regrettable factor of this — which calls again to a little beneath a decade in the past — is the fact that this enterprise is being sponsored via goal, a protracted-time ally of Stefani's. The business is additionally releasing a goal-only edition of her new album. Did goal tell you this become a fab thought, Gwen? Is a person with a "target edition" of her album ever going to be a video game-changer? What does the leisure of no doubt consider about all this?

Rihanna's rollout postulates that sort of foolish corporate sponsorships are the manner of the future. however the Stefani theory, regardless of its coveted Grammy slot, feels like the food plan ceremony to Rih's Coca-Cola.

photos by the use of Robin Marchant/Getty pictures

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