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Hot Video Alert: Cher Lloyd feat. Astro - Want U Back

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Sunday, February 5, 2012

Hot Video Alert: Cher Lloyd feat. Astro - Want U Back

Cher Lloyd's latest single, "Want U Back" is hands down my favorite Cher Lloyd single released to date.  In fact, it might even be her best single released to date...granted, she's only released a total of 3 singles, but never mind that. I can also definitively say that my reasons for liking "Want U Back" so much have absolutely nothing to do with the last minute addition of U.S. X-Factor contestant Astro onto track. N-O-T-H-I-N-G!  On the contrary, what I like about this single has everything to do with Cher Lloyd.  "Want You Back" is a lot of fun, especially when you throw in remixes from Cahill and Pete Phantom.  Delicious! In the corresponding Parris-directed video, Cher's personality and quirky sense of humor both come bubbling to the surface. How refreshing.

This mid-tempo pure pop gem was produced by Shellback (P!nk, Britney Spears) and co-written by Shellback, Savan Kotecha (Adam Lambert, Leona Lewis) and The Astronomical Kid (AKA Astro).  Set to be released February 19th, "Want U Back" is the third single lifted off of Lloyd's debut Top 5 album, Sticks & Stones which came out last November via Syco/Epic Records.  Preceding the album's release was the release of Cher's first single, the incessantly irritating "Swagger Jagger," which surprisingly was a #1 hit.  The song was voted the "Most Annoying Song" in all of 2011 by the BBC's 'Most Annoying of 2011' list.  Not exactly the honor Lloyd was looking for.

Follow up single, "With Ur Love" featured Lloyd alongside U.S. hip-pop star Mike Posner and rose all the way to #4 on the UK Singles Chart. Now that the album has been out for a while, I'm hoping that Lloyd can maintain her Top 5 status with "Want U Back."  Things are looking promising, given the fact that the song entered the UK Singles Chart shortly after the premiere of the music video, peaking at #26.  My guess is that the actual release of the single propels it into at least the Top 10.  Fingers crossed.  For her debut album, Lloyd really brought out all of the stops, collaborating with the likes of hit songwriter Autumn Rowe, mega-producer RedOne, Busta Rhymes, Mike Posner, Ghetts, Mic Righteous and Dot Rotten.  Quite an impressive lineup for a newcomer like Lloyd. 

Back in December, it was announced that Cher Lloyd had been signed to Epic Records in the U.S., which helps explain why her label would add a no-name U.S. rapper to the radio version of her single.  Chairman and CEO of Epic Records (and X-Factor USA judge), L.A. Reid signed Cher Lloyd to his label.  He's also responsible for "discovering" and ultimately signing Brian "Astro" Bradley to his label as well, alongside fellow contestants Marcus Canty and Chris Rene. Connection made.  Turns out they're hoping that "Want U Back" is the vehicle in which Lloyd launches her U.S. career, or at least that's the plan anyway. Lloyd is keeping things real with regards to her future as a U.S. pop star, telling Metro:
"It's a bit crazy because I don't expect anyone to know who I am because I live in the UK. I'm from The X Factor and I came fourth. It's crazy and it gives me a lot of hope. With the USA, I'm not going to run before I can walk but you never know what’s going to happen."
"Want U Back" is a solid pop song that you can't help but shake-it to. There's no real reason why it shouldn't do well in the States, and with mainstream publications like The New York Times already dubbing her "the future," it's a good sign. At this point...it's all about promotion. Here's hoping L.A. Reid does his job and promotes the hell out of this girl!  U.S. fans can download "Swagger Jagger" on U.S. iTunes HERE.


Check out Cher Lloyd on the web:

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