I think the issue is that, the hype was around Rita Ora and not her album. Believe me, there is a difference between the hype of an artist and their album. (E.g Frank Ocean and channelORANGE)

I think she should have RAW vocals, fuck some of the auto-tune she had on ORA, because she did not need that. We all know that this girl can SANG, her songs just don't show it. Let Rita be Rita on her US debut album.

I want to hear Jhené Aiko, Frank Ocean, Beyonce and Britney Spears influences on her new album. She needs a distinctive sound and image along with heavy promotion to really catapult her to fame.