Nelly Furtado gets “Loose” with new sound, look
NEW YORK (Billboard) – Chalk it up to a corporate merger, limited promotion or maybe just a record that was too different from her first — whatever the reason, Nelly Furtado’s last record tanked.
Most artists would love to sell 400,000 copies of a record in the United States, as Furtado did on her second release, “Folklore” (DreamWorks), which hit stores in November 2003. But it was a disappointment compared with the sales of her 2000 debut, “Whoa Nelly!” (DreamWorks), which moved 2.4 million copies, according to Nielsen SoundScan, and featured the hit song “I’m Like a Bird.”
In part, the success of “Folklore” was affected by something beyond Furtado’s control — the sale of DreamWorks Records to Universal Music Group and subsequent merger. After the process was complete, she found herself on the Geffen Records roster — a label very enthusiastic about her new record, “Loose,” due June 20.
The first single in the United States, the urban-based “Promiscuous,” produced by hip-hop uber-producer Timbaland, is making an impact on radio, retail and the digital world.
For the week ending May 25, the single’s third week on radio, it charted in eight of the top 10 mainstream top 40 markets and at No. 9 on both the Billboard Hot 100 and Pop 100 Airplay charts. At Apple’s iTunes Music Store, “Promiscuous” is the most downloaded song at press time.
“She’s one of those artists that bridges the gaps between urban and rock music; she’s very pop-oriented, yet has a rhythmic feel,” says Tracy Austin, program director of KRBE Houston, which is spinning “Promiscuous.” “And we ran out of Gwen Stefani to play, and I think this will pick up where that left off.”
SOME FANS NOT AMUSED
“Promiscuous” and its video feature Furtado with a “new” urban sound and sexier image, something that isn’t sitting well with all her fans. Much has been written, especially in the blogosphere, about Furtado selling out to a more accessible sound, while the video has been criticized for hitting the lowest common denominator.
“The video is indicative of the vibe we wanted to create with the song. It’s a club track, and we took the opportunity to make a club video,” says Chris Smith, Furtado’s manager.
The sound on “Loose” was a direction Furtado says she long planned. “I knew this record would have to explore my urban sound a little more because I had been promising the fans that for a long time.”
According to the artist and her manager, Furtado’s urban sound was strongly supported from the highest levels at her record-label group: Interscope Geffen A&M chairman Jimmy Iovine. In recent years, Interscope has been most successful with such urban artists as Eminem and 50 Cent and artists with an urban influence, like Gwen Stefani.
“Jimmy originally suggested me and Timbaland should work together,” Furtado says. “He really pushed me and helped push my boundaries.”
The sound of “Loose” took direction after Furtado took Iovine’s suggestion and met with Timbaland in Miami last year during a recording session that was expected to produce two songs. But drawing inspiration from the collaboration with Timbaland, the city and the other artists recording at the Hit Factory studio, Furtado emerged with 10 tracks, which make up the bulk of the new record.
“When you’re recording at the Hit Factory in Miami, it’s extremely exhilarating,” Furtado says. “(Timbaland’s) in one studio, Scott Storch in another, Cash Money and Lil Wayne upstairs. It was really stimulating.”
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