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What's the secret to a well-executed single campaign?

  • April 5, 2011
  • Popjustice

Here's a teaser from one of two slightly different forth­com­ing videos TIMING for Britney's Spears' current/last single 'Till The World Ends', which went on sale several weeks ago and is currently slumped at Number 84 on the iTunes chart. 

[youtube]ieBW6sjcgNo[/youtube] This whole 'on air on sale' business is a rum old do, isn't it. There are still plenty of questions in need of answers but there's one question — 'Should there be a video ready to go as soon as the first wave of excite­ment in a tune starts to break?' — which does have an answer, and that answer is 'yes, and two videos a month later won't really cut the mustard thanks very much'. 

And the video itself? The edits are too fast for us to be able to tell if Britney's dancing properly, so we presume the consensus will be that Britney's not dancing properly.  Nice general feel though, and good use of manhole. Almost up there with 'Beat It'. 

Readers, what's your favourite clip featuring a manhole? Send us your [THAT'S ENOUGH OF THAT THANKS — DUBIOUS VIDEO ED]

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    Congratulations to Charli XCX and Lorde: winners of the 2024 Popjustice Twenty Quid Music Prize
  • 2
    The 2024 Twenty Quid Music Prize: Shortlist
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    The 2023 Popjustice Twenty Quid Music Prize: Shortlist
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    Fine, let's do a Substack then.
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    The 2022 Popjustice Twenty Quid Music Prize: shortlist
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    2021 Popjustice Twenty Quid Music Prize: Laura Mvula wins
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