activated

JUST WATCH ME: Cher Lloyd is Getting Activated

How blessed we are to be alive in this, the second #summerofCher, even if it is kind of getting more into the #autumnofCher. I like fall better anyway, so I’m pleased. At any rate, the new season of Cher Lloyd is finally upon us.

Cher Lloyd is very good at this thing which I love, which is the use of straight up nonsense syllables to express emotion. I find something very pure and kind of transcendent about that – the idea that your love, or rage, or whatever else, is too much for language. It started with “Want U Back”, ramped up on Sorry I’m Late with “Dirty Love” and “Just Be Mine”, and now we have “Activated”.

The other thing about this song that makes me really excited for the album is the lack of a traditionally recognizable chorus. I’m seeing it more and more – “Dangerous Woman” is a good example, 5H’s “Flex” and Little Mix’s “Move”, Selena’s “Same Old Love”, Demi’s “Cool for the Summer”, and both of Meghan Trainor’s new singles. There’s still a recognizable refrain, which you can classify as the chorus: they like ‘ooh’, they like ‘ooh / baby just wait on it / when I do the damn thing just watch me. But it’s not as separate from the rest of the song as something like, say, the chorus of “You Belong With Me”. It’s more subtle, less musically distinct. Some of these songs even use the same lyrics as the bridge rather than introduce a new element, simply changing the pacing or the pitch. It makes for a different kind of listening experience, I think, because it’s more difficult to say when the song “should” end. I could listen to “Activated” on a loop for several hours, probably, before I got tired of it or really even noticed that it was repeating. There is nothing to snag, nothing to hang you up in the flow of it. You all know I love Taylor more than life, but you know when a Taylor Swift song is over. This song – and others like it – are less in-your-face. They’re not exactly background tracks; they demand more attention and care than that. But they’re not something that you have to drop everything to focus on. “Activated” is predictable, but in a different way than something like “Sirens” is. It’s difficult to describe, but if you listen to it, you’ll get it.

“Activated” feels more mature than Cher’s earlier work somehow, and that might just be me, but I am so ready for this album, for the direction she seems to be headed in. Hopefully we’ll see more from her soon, and in the meantime, you have this slinky neon video to watch.