Fans may have thought Grammy-nominated songstress Keyshia Cole had literally reached the ‘point of no return’ when her 2014 album of the same name not only delivered the lowest first week sales of her career to date (read more about that by clicking here), but went on to clock the lowest overall sales of any of her previous efforts. A harsh blow for an otherwise consistent seller, especially amongst her Urban counterparts, the nonperformance of the LP – in addition to a host of personal dramas – acted as catalysts for the R&B chanteuse to go back to the drawing board and regroup.
After the two years that followed ‘Return’ rendered rumored singles and reported few false starts, the late 2016 announcement of the singer’s relocation to Epic Records signaled the surest sign of a full on return. Lo and behold, by February 2017, Cole put the rumors to rest by officially lifting the lid on her long-awaited new single – ‘You’ (featuring rappers Remy Ma & French Montana)…
Going from ‘point of no return’ to ‘return to form,’ ‘You’ was celebrated by longtime listeners of Cole as a comeback for a number of reasons. Foremost, the song was sonically reminiscent of many of the fan favorite cuts that line her discography. Secondly, the Remy Ma & French Montana-assisted number tackled familiar thematic ground for the songstress who – like her idol Mary J. Blige – has long developed a reputation for her ‘down & out’ or ‘love gone wrong’ anthems.
Yet, while the praise rang in for ‘You’ and its accompanying cinematic video, that fanfare was not reflected on the Hot 100. Peaking in the top 10 of the Bubbling Under charts (to date), the nonperformance of the single has drawn worry for sales of its parent album, ’11:11 Reset.’
So, where did it all go wrong? Was ‘You’ just not the tune Keysh needed to reintroduce herself to the masses? Or, has limited promotion caused this shoulda-been-a-hit to miss the Hot 100 all together?
In other words, tell us: