When an iconic artist returns after almost a decade (eight years to be precise), it is risky, always potentially polarising and involves an entire education and re-education process. Gwen is an icon, a pioneer and a genius – her solo career has always been tastemaking and risk-driven which is why playing it beyond safe for her comeback has not only polarised opinions but generated legitimate debate (although maybe not enough).
So let’s go back to the strategy. Age is obviously a key factor in this on an emotional level, rather than a physical level – as Gwen herself hasn’t aged in 20 years. Baby Don’t Lie is co-written by Benny Blanco and Ryan Tedder, which truly does justice to its mainstream potential. This clear strategy for mainstream chart success from a song that isn’t traditionally boundary breaking is coupled by two guest appearances on the Maroon 5 album and the new Calvin Harris record (plus judging The Voice) – there is clearly no doubt that Gwen is seeking guaranteed chart domination with this record. Let’s hope it happens. This now only begs the question of what the rest of the album will offer – here’s hoping for a fine balance between beautifully produced commercial pop and the daring and pioneering pop and cohesively artist vision that LAMB and Sweet Escape offered.
