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Fair play to Alexandra Burke

  • March 12, 2012
  • Brad O'Mance

The first time we heard about 'Elephant', we thought it sounded like a career killer.

The first time we heard a short bit of 'Elephant', we laughed.

The first time we heard it in full, we just felt a bit sad that Alexandra's per­son­al­ity and spirit and attitude, or what we under­stood all those things to be, had somehow been lost in a stampede to make a song appar­ently designed to sound enough like everyone else, or enough not like Alexandra, to stand some chance of sneaking into the charts without anybody noticing. Isn't Alexandra good enough the way she is, we wondered.

The first time we saw the dismal video for 'Elephant', we simply wondered why nobody involved in the video had bothered making it better.

Anyway she'd plugged the arse off it, it's out this week, and this has already happened.

It might not hold at Number 5, but it's still a not-bad showing.

We're not sure exactly what this all proves. 'Elephant' still sounds to us like a waste of a good popstar, and we're not sure even a Number 5 hit is really what Alex needs to launch her second album. But we thought it was a career killer, and while we didn't revel in potential disaster like some inhab­it­ants of the internet's darker recesses, we were wrong. So there you go.

  • Alexandra Burke
Previous Article
  • The News

A brand new Gossip single is coming out today

  • March 12, 2012
  • Brad O'Mance
Have a read
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A*M*E is giving away a free song

  • March 12, 2012
  • Mikey
Have a read
Further listening
Greatest hits
  • Kloe interview: "I wanted the video to feel powerful — I don’t want to be a whiny victim"
  • Giorgio Moroder interview: "I hated the moustache"
  • Alison Goldfrapp interview: "I feel good about this"
Further reading
  • 1
    New Music Monday: Griff's Black Hole is super, and massive
  • 2
    New Music Friday: Let's kick off 2021 with some KLF
  • 3
    The Top 45 Singles Of 2020
  • 4
    New Music Friday: Mae Muller doesn't want to be dependent
  • 5
    New Music Friday: There's a big one from Royal & The Serpent
  • 6
    New Music Friday: Baby Queen takes the throne
Est 2000. Still going.
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