It is inevitable not to compare the new single "Hold it against me", by Britney Spears, with the hits "Take it off" and "We R Who we R", by Ke$ha. Starting with the type of distortion used in these songs.
Perhaps what explains this is the fact that Britney worked with producer Dr. Luke, responsible for Ke$ha's debut album, which is still a phenomenon today. The strategy should be to try to relocate Britney in the market or to give her a new identity as a musical product, since her previous style is outdated.
Last night, the video for "Hold it against me" was released, directed by the super talented Jonas Akerlund. The direction is great, the production is millionaires, the editing and photography are perfect. But the content is sad: the attempt to visually match Britney Spears with Ke$ha is not just about sound, it also applies to the haircut and costumes used in her new video.
Britney Spears' musical reformulation to seek new admirers and secure her place in the sun is understandable. Now, copying a singer who emerged a decade later is pure melancholy. Britney Spears has already proven that she can be very original in works like "Black out" or the most recent single "3".
Even Lady Gaga's latest single, "Born this way", reveals that the pop market is in a creative crisis. All the singers have addressed the issue of sexuality and easy controversy. Originality has disappeared: Rihanna plagiarises David La Chapelle, Gaga imitates Madonna and, now, Britney wants to do the Ke$ha line.
Finally, make a comparison of Britney Spears' new video with the second version of the clip for "Take it off", by Ke$ha. Several elements are repeated: brightly colored clothes, choreographed fights, masked men...
Next, watch “Hold it against me” in its entirety.
