You all probably remember Nelly Furtado. Yes, it's that Portuguese-Canadian singer who is mostly known for her high pitch and drastic changes in music style. She started out as eco-friendly pop musician, with I'm like a bird ruling charts across the world. Then she released an album titled Folklore that was more an amalgamation of folk and pop, offering brilliant ballade Try, which is still my favorite Nelly's song. Huge commercial success that cemented her status as a force to be reckon with came in 2006, when her Timbaland produced record Loose spawned numerous smash singles such as Promiscuous Girl, Say It Right and All Good Things.
On her latest album, Furtado has decided to go all indie. Not only that she signed up for an indie label, but the main producer is also known for his collaborations with the most notable artists in this genre. So, what does this evolved Furtado offer?
The Ride is quite a joyful sonic journey, with most of the melodies maintaining pop subtext. As I started listening the album, one song immediately stood out. It is called Flatline, and it shows Furtado channeling St.Vincent. The same can be observed for the opening track Cold Hard Truth, with production resembling current indie trends. The lyrics are a reference to her debut single. Her poetic game is strong on The Ride, except for the banal closing track Phoenix where we hear her desperately aiming to present herself as a princess of reinvention, always raising from the ashes.
The first single Pipe Dreams was boasted by Pitchfork, and as the song premiered on the website's YouTube channel, it was clear that Nelly was targeting a more alternative niche. Ten years ago, she ruled the mainstream. Can she do it again in the indie scene?
If we listen to Sticks and Stones and Tap Dancing, we can conclude that Furtado has high chances of rebranding herself, while still being loyal to her pop fanbase. One of my favorite tracks on the album, Carnival Games, delivers some powerful verses:
Whether Nelly Furtado will ever be at the top of the music business is irrelevant. She doesn't seem to be bothered. Her brand new short haircut and non-conventional music videos are another evidence of the singer's tenacity to stand out from the average. I never considered Furtado as an artist, but now that I contemplate about it, I notice a girl who is willing to go for the unknown. She really is like a bird. But not the phoenix.
