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Product Vs. Promotion: Tinashe’s ‘Superlove’ & ‘Player’

Published: Wednesday 2nd Nov 2016 by Rashad
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Tinashe‘s 2014 summer anthem, ‘2 On,’ came as a signal the southern beauty had finally arrived on the music scene.  Sliding right to the top 30 on the Billboard Hot 100 (where it peaked at #24), the tune – alongside the host of other gems making a splash on her debut album ‘Aquarius’ – was building some serious buzz for the-then stageblazing newcomer who was hearing her name in mention amongst “those to watch” for the following year.

As anticipation built for her sophomore set, T shocked fans with the announcement her album – reportedly helmed by serial hitmaking producers Max Martin, Dr. Luke, and other well-known pop producers – would sonically abandon the very Urban Pop approach that made her inaugural release buzzworthy.

After months of teasing, delays, stops, and restarts, Tinashe cranked up fan excitement by unveiling the project’s title, ‘Joyride’, and gave them their first taste of its content, the Chris Brown-assisted ‘Player’… 


Clearly bred and birthed for radio, the catchy pop tune was already a sizzler by its lonesome, but by the time its dance heavy, Brown-assisted video was released the singer’s fans were in a frenzy.  Opening to a commendable 24,000 first week sales, the song managed a debut right outside of the Hot 100.  Little did we know at that time, that’s where ‘Player’s joyride on charts would start and stop.

Poor response on radio and streaming formats saw DJs and fans alike avoiding the ‘play button’ for ‘Player’ – a matter assisted by the lack of televised promotional appearances in its support.  Then, after a highly publicized feud with her co-star that all but encouraged a live duet performance of the track, Tinashe abandoned the Brown single and started seeing red – as evidenced by her colorful video for ‘Joyride’s second release, ‘Superlove.’

Mixed with the same radio friendly formula as its predecessor, ‘Superlove’ – a fun summer single armed with a killer choreographed video – saw T, yet again, relying on her megawatt smile and an even more eye-catching video to win over new fans and rescue her ‘Joyride’ era from completely derailing.  Sadly, yet again, the moves proved futile.

Dropped on the same day reigning pop princesses Katy Perry and Britney Spears unleashed their long-awaited new singles, ‘Rise’ and ‘Make Me’ respectively, ‘Superlove’ didn’t exactly get its namesake from listeners.  Lost in the fray of the Perry vs. Spears chart battle, ‘Super’ failed to make a super mark on charts, radio, or any streaming format and currently sits at 11M Youtube views nearly 4 months after it was released (a far cry from the 128M ‘2 On’ boasts).

So, what’s the problem?

Did T’s failure to quickly follow-up ‘2 On’ with a song of similar sonic structure impact her hold on listeners?  Or, did she have the right cards with ‘Player’ and ‘Superlove,’ but lost the game with her lack of promotion?  In other words, tell us:

 

Your thoughts?



 

Your thoughts?

Comments 28

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  1. #JACKIE November 2, 2016

    The GP simply isn’t here for her. She’s a one hit wonder and that’s all there is so it, TBH.

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  2. Rima November 2, 2016

    Both songs were generic

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  3. 💜 November 2, 2016

    She needs to step her game up

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  4. Lake Erie November 2, 2016

    Ummmm….. I think she definitely shocked people when she came out with “Player”. I did not see her doing “Pop” anytime soon, especially after releasing an album like “Aquarius”. I don’t know why some of these artists like her who have a good start (dispite debute sales) just don’t give the fans what they want for awhile (3 albums at least) and then do what you want. IT’S been proven. Theres several artist who out the gate somewhat rode the fad or gave the fans what they wanted and now even if they come out with a not so strong song or somethingof great substance, it still sells. Funny thing is, urban is in. It’s pop artist now switching or blending urban in with their music. Smh. Also the attention span of this generation is pretty much dead. The real music lovers in my opinion were teens about 7-10 years ago and now are grown. So if you got a formula, you gots to stick with it for a bit. ESPECIALLY if your SOUND is liked. Teyanna Taylor and Tinashe both was on the same boat with their albums. Both different but still dark. I love those albums. Its OK and actually great to evolve but to just completely jump to another ship was suicide. “Player & Superlove” sounds NOTHING close to a continuation or 2.0 of the “Aquarius album” era…

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  5. B_Roni November 2, 2016

    I think it’s promotion. She never was R&B . She had urban pop in her mix tapes but when she use to be in the group alThe Stunners she was straight up pop. I still remember spin the bottle . https://m.youtube.com/watch?v=XXp2_0XKd3U

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    • Lake Erie November 2, 2016

      The thing about mixtapes is that a lot of people aren’t hip to them. So when you debut mainstream as one thing, your mixtape is really what it is, just a mixtape. I was introduced to her by her “Aquarius” album… Yal say her mixtapes is loved but you’d be surprised how many people like that Aquarius……. dispite her sales tho.. When 50 cents growing area was exposed on POWER, people couldn’t stop talking about that along with Tinashe’s “cold sweat” joint playing in the background. LOL. and the demographic of that is diverse so idk…. but that spoke volumes to my point.

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  6. pat November 2, 2016

    girls dont want to be her……and guys dont fantasize about her….talented…but missing the “it” factor in that way

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    • A&R November 3, 2016

      Yo…… you just said a mouthful! You may have hit it on the nail! She almost made girls wanna be her in the supper love video tho. Almost.

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  7. Stand November 2, 2016

    Did you all see this???

    Donald Trump Exposed as Member of the KKK by Anonymous

    http://www.celebtricity.com/donald-trump-exposed-as-member-of-the-kkk-by-anonymous/

    His response after being exposed

    “Everyone knows my dad was a Klansmen and it runs in the family but Look people…just because I’m an active KKK member doesn’t mean I’m a racist, I mean if Obama is a Muslim then why can’t I be apart of a brotherhood and have pride in my white heritage? If Obama shows me his birth certificate I will disassociate myself with the Klan, they do a lot of good for my community just like the people of Islam do on Obama’s behalf”
    _________

    Let me just said this about this racist piece of s***.
    If you’re apart of a group like this, that means you advocate everything they stand for.

    With that said, guys, please go out and vote! Do not let this man get into office!

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  8. Smoove Jones November 2, 2016

    She just doesn’t have IT!!!

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  9. Skyfall November 2, 2016

    1. RCA is trash.

    2. Super love should of been a single for the upcoming Baywatch movie.

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  10. Niggar on a horse November 2, 2016

    Dont want to lie Aquarius was amazing she should stick to more or the same vibe superlove and playa where both trash

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  11. #Nicole Nation November 2, 2016

    Player was kind of weak, but superlove was supercool!

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  12. Black power November 2, 2016

    She doesn’t have the right team behind her. I think her label doesn’t know how to market her…. she came out as an urban act, then they tried to switch her over to pop overnight. Nooooo. I’ve said this a thousand times Tinashe has HER OWN SOUND!!!! She gives me female PND/Weekend vibes… she needs to her own formula & develop her own fan base

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    • #Nicole Nation November 3, 2016

      It worked for Abel though.

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  13. SMH November 2, 2016

    I don’t think its over for her yet. She still has plenty of time to make her mark;’Player’ and ‘Superlove’ were both great singles with amazing videos. Some artists just take time to make an impact; everyone doesn’t have to become a global superstar overnight.

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  14. Zsa Zsa November 2, 2016

    Honestly, we have a sea of new black female artists and she blends right in with the crowd. She’s not that great of a singer or dancer and nobody cares about her music other than 2 On. She’s not gonna happen.

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  15. Theman November 2, 2016

    She needs something with that extra umpth.. It’s the “IT” factor…. Something is lacking. Her latest two songs are decent. But they should push her more.

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  16. Bish in Africa November 2, 2016

    I think she doesn’t have the right team behind her.. People that really know how to nurture a pupa star into into a superstar.. Team matters alot she has what it takes to make IT eventhough she doesn’t have the IT thing

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  17. TurkeyNoodleSavage November 2, 2016

    The problem I have is none of this new stuff seems true to HER . everything sounds generic and lackluster ! As an artist your material is suppose to show GROWTH , everything she’s released so far seems like a decline . It’s like she’s taking 10 steps back with everything she releases from this era .

    Another problem I have with her is her IMAGE ! it’s all over the place , one minute she’s Ciara/Mya next minute she’s FKA Twigs . she has no direction . I love her mixtapes and her album but this new s*** is something she can keep … I’m good

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  18. SailorMoon November 2, 2016

    Not every b**** gets to be Brandy, Monica and Aaliyah or Beyoncé and Ashanti or Beyoncé Ciara and Rihanna and now just Beyoncé and Rihanna. Another black girl is coming it will not be Tunashit tho.

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  19. Tim Brown November 2, 2016

    Her label is controlling everything…it’s not working so they are paying her dust! I cant stand record label formula’s that they force urban acts into. And when it does not work they are seen as not being commercially viable. SMH. Then, just because these artists are people of color they put this label on them; they tried it with Prince. I also cant stand the over-sexualized lyrics they sing…..

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  20. XX November 2, 2016

    Her problem in my opinion, is she doesn’t stay true to herself, when releasing singles. She has a record of trying to give the public what she thinks they like and,or what they are use to.Take Aquarius, for example, it’s singles were too on and Preten.Good songs but nothing ground breaking or original about them. Especially when the album had songs like Aquarius,bet,bated breath,and even feels like vegas. All of which had a deeper meaning to them, and sonically more original and more real.Throw in her mixtape amethyst, and you got a completely different artist then the one from her singles. All in all, she is going to have to show more of her original side, because the same formula she used for aquarius isn’t paying of this time around.
    p.s lets not forget joy ride the single, was turned into a buzz single after it didnt get the responds her team thought it would.

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  21. D November 2, 2016

    She just doesn’t seem to have “it”. Like she’s pretty and solid singer and dancer but that’s about it. Jack of all trades but a master of none.

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  22. Jackx November 2, 2016

    It’s her label. She should be the next Beyoncé or Rihanna. if people would only give her music a listen Her mixtape are dope af

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  23. @ASAPicon November 2, 2016

    Wow, all these troll accounts….. Yikes….

    Anyway I liked both to a certain extent, She nor her team just dont have a clue what they are doing.

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  24. NiceWe Nowqd Redv dibut it ash trjoan ivy blobukz Need UK timely Ukuno eremixi November 2, 2016

    Wow

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  25. Dem Lessers November 3, 2016

    No mention of Britney Spears giving her a second chance after the multitude of flopage. This will be her last chance of a saving grace.

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