After Ashanti‘s last single ‘The Woman You Love’ failed to jump start her comeback campaign, the one-time INC songstress has tapped R. Kelly for its follow-up ‘That’s What We Do’.
Set to feature on the 31 year old’s fifth studio album ‘Braveheart’, the track – which premiered moments ago – has also been made available on iTunes.
Is it worth a buy? Listen and decide after the jump…
Now this is more like it!
For despite smelling like it was snatched straight out of 2005, the song not only sounds like an (Urban) hit, it also serves as a great roadmap to the lane Ashanti could and should be playing in at this point of her career (see: cute, hook-heavy R&B cuts that’ll ensure she stays relevant in the Urban arena).
Indeed, Ms. Douglas needn’t look further than the career gravestones of those who spent years chasing the brand of superstardom enjoyed by the Beyonce‘s and Rihanna‘s with little to show for it to know that she’s on the right path with tracks like this. As such, her next move should be to cultivate a body of work in this vein and generate a concrete promotional plan to support it.
For, a common misconception of the Independent route she’s taking is that one is guaranteed to make bank by simply cutting out the major label overheads. Of course, that’s a possibility, but only if the artist actually releases good records that folk will want to buy in the first place. A lesson we’re sure she learnt the hard way with her last single.
Here’s wishing her better luck with this, as she and Kells nailed it.