Cheryl is back!
The Brit-Pop darling has returned after a four year hiatus with new single ‘Love Made Me Do It.’
Notable on a number of fronts, the song is the premiere effort from the 35-year-old since inking a new label deal with indie imprint 3Beats. It’s also her first release since splitting from One Direction star Liam Payne – with whom she has a baby boy named Bear (Payne).
Co-penned by Natasha Beddingfield and Girls Aloud bandmate Nicola Roberts, the cut sees Cheryl address her private life head-on.
She pairs the release with a high-octane video lensed by Sophie Muller.
Watch after the jump…
Credit where due, Cheryl knows how to deliver a compelling visual.
Sure, she’s not a patch on her US counterparts as a performer, but she owns her lane in the UK and does it well. So much so that we can (just about) put to one side some of the distracting “changes” she’s made.
That said, the song is shocking.
Lyrically, it plays like an uninspired nursery rhyme and is just as empty vocally.
Minimalism works for some acts, but in Cheryl’s case she benefits from more robust production. It provides an engaging backdrop for her to showcase her “Cheryl-ness” (at its strongest) and crucially helps distract from its weaker corners too.
Like, while watching this we couldn’t help but wonder what all the shaking, pomp, and pageantry was for. The song falls pancake flat and simply seems mis-matched with such a purposefully “big” video.
It’s no ‘Call My Name’ or ‘Fight For This Love.’ So, for her sake, she really needs to pull something of that ilk or better out of her sleeve. Because this “pimp my personal life” slant will only work for so long.