Armchair A&R: Picking Donnie’s lead single
July 6th, 2007 by Rodney Carmichael in Audiovisuals, Random Bits
I love the hell out of Donnie’s new album, The Daily News. He talks about such heavy social issues over music so funky, I don’t know whether to dance my ass off or haul off and slap somebody. But that’s Donnie for you. After all the B.S. he dealt with industry-wise with his first album — from getting picked up by Motown (which notoriously under-promotes its artists), to getting dropped by Motown — he really deserves to win (and be heard by more ears) this time around. [Read music writer Mosi Reeves' recent story on him here.] Which is why I can’t figure out what his record company had in mind by picking “If I Were You” as the first single for his sophomore album. Don’t get me wrong, it’s a beautiful song with a divine sentiment: Make a change, in the name of [insert your God here]. Sure, I get it. And I dig it. I truly do — video and all. But a lead single is all about creating energy around a project, introducing or reintroducing an artist and an album, which in this case is very thematic. And if you’ve heard the album, you know “If I Were You” comes close, but doesn’t quite deliver the oomph of The Daily News. Actually, it sounds a lot more like the songs on Donnie’s debut album, The Colored Section — very positive, upbeat and self-reflective.
Nothing wrong with the sunny disposition of “If I Were You,” but if I was the A&R I would’ve picked either “Robot” or “911.” No matter the fact that you can barely discern the words in the first verse of “Robot.” The hook is clear, and really, in good soul music that’s all that matters. You disagree? Go back and listen to D’Angelo’s second album, Voodoo. Classic album, right? But you can’t sing along to that shit to save your life.
This isn’t necessarily criticism — just me doing some Monday morning quaterbacking, if you will. According to the liner notes, Donnie’s supertight producer Steve “the scotsman” Harvey handled A&R, along with Craig Bowers. But “A&R” is such a loaded term these days, it could mean just about anything, or nothing, at all. For all we know, the first single was Donnie’s decision. And I can understand the thinking that might have gone into it, especially from a record company’s perspective. It can be hard to market an artist like Donnie, whose material can be so abrasive compared to the happy-go-lucky, fucky-fucky, sucky-sucky songs sung by the majority of artists that make up commercial R&B/soul (yes, as oxymoronic as it might sound, there is plenty of “commercial” soul out here nowadays). But if the record company’s decision to lead off with “If I Were You” was based on wanting to pick what would potentially be the least offensive, least politically divisive, least obtrusive song on the album, then the company picked the wrong artist to begin with. Donnie’s strength is his ability to cut to the core and arouse passion, piss you off a bit, and still make you proud to be whomever it is that you genuinely are. It’s his ministry, so to speak, which is probably why he’s been cursed/blessed with such inner struggles himself. (Check for “Suicide.”)
But I digress. … At a time when CD sales are falling faster than bombs over Baghdad, the last thing you want to do is play it safe. In a way, the current industry tailspin is liberating. It frees up space for artists like Donnie who don’t fit some preconceived mold to go against the grain without being punished for it. Everybody’s being punished right now. So why not take a risk? Pick the boldest, baddest song with the meanest beat on the album and push it till the wheels fall off.
Maybe they’re waiting for September to release “911.” That could be potent. Right around the anniversary. Or maybe they’re waiting for Wayne Williams’ exoneration before releasing “Atlanta Child Murder” — which means it’ll likely never come out. Or maybe they’re waiting on me to tell them what I want?
I want to go to the club and dance to “Robot.” I want to turn on the radio and listen to “911.” I want to flip on VH1 Soul or BET J and watch a video for “Atlanta Child Murders.” I ain’t mad at “If I Were You,” I’m just sayin’ … But I’d said enough.
What do y’all think?
July 9th, 2007 at 10:46 am
I saw Donnie live at Apache performing songs from this new album and they are ridiculous…..like you said though, it’s information overload for the Beyonce, T-Pain crowd….
July 9th, 2007 at 12:00 pm
I’ve never heard any of donnie’s music, however, after reading this, i am more inclined to hear what the brother has to say….a lover of controversy and soul stirring i am! therefore, anybody who speaks the truth lyrically, i am all about vibing to it…and i certainly want to check out some politcal, be it correct or incorrect, soul singing….i’m gonna check this dude out!
“But I digress. … At a time when CD sales are falling faster than bombs over Baghdad, the last thing you want to do is play it safe. In a way, the current industry tailspin is liberating. It frees up space for artists like Donnie who don’t fit some preconceived mold to go against the grain without being punished for it. Everybody’s being punished right now. So why not take a risk? Pick the boldest, baddest song with the meanest beat on the album and push it till the wheels fall off.”…………………….I CAN DIG IT!
July 9th, 2007 at 12:43 pm
I only like 2 or 3 songs on this album. I respect the subject matter, but the album sounds like some new age gospel…….
July 9th, 2007 at 10:56 pm
You said a heapful! Donnie is a great artist…but wrong single…clearly…I like Donnie for Donnie…and you’re right…if the record label is going to sensor him, then why’d they sign him!
July 10th, 2007 at 6:24 am
I thought censoring was over in music. Everything is to the left and so is Donnie. I wouldn’t have listened to him 5 years ago, but now he’s in my playlist. I dig this cat.