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Bounce

Background and label dispute

"I think some people think I'm like anti-label and I'm not. I just wanted to sign a deal when the time was right. I'm anti being shot out of a rocket when you're not ready and the songs and image aren't there. I think labels are skipping on the whole development side of an artist so you have to do it yourself these days. I wasn't ready to make an album last year, but now we've taken our time with everything the timing feels right."

— Azalea discussing her stance on signing to a major record label.[2]

After releasing a number of mixtapes with the likes of Ignorant Art and a "breakout" video for a track named "Pu$$y" Iggy Azalea found prominence in the rap music industry, she became the first female selected for the XXL's Freshman Class of 2012 and started negotiations for a record deal with Interscope Records.[4] Azalea announced via Twitter in January 2012 that she had struck a deal with Jimmy Iovine resulting in her being signed to Interscope Records.[8] Azalea went on to state via Twitter "Interscope, if you were wondering [...] Get used to me + jimmy smashing s**t, cause thats the plan". [7] However in the following weeks she announced to MTV News that rapper T.I. had contacted her in relation to working with her as an executive producer of her upcoming album, although T.I. later stated it was Azalea who had asked him to be part of the record he then signed her as part of his Grand Hustle Records company.[8]

Both T.I. and Azalea discussed their encounter to MTV News in which Azalea claimed that he reached out to work with her, and she "found a position for him", T.I. recalled their first conversation in which she told him "it's very smart of you to call me because I'm going to be smashing shit for quite some time".[8] In an interview with Interview magazine Azalea clarified her move from Interscope Records to Grand Hustle Records, she called the signing "very impersonal" feeling that she "was a product" and after meeting T.I. she felt that he cared and understood her as a rap artist rather than her commercial viability.[4] Azalea worried that if she was to make a mistake with her career that Interscope Records would not support her, and she felt that being signed to the label was for commercial reasons rather than artistic.[4]

Despite announcing she was part of T.I.'s Grand Hustle group it was then confirmed that she had signed a deal with Island Def Jam Music Group, she announced via Twitter "Hey world. I signed to island def jam. Iam now mercury UK/ island def jam USA awesome!!!!".[14] It was then stated that her deal with Interscope was never finalized and that she was only affiliated with Grand Hustle Records, and Azalea clarified her collaboration with the group saying "That doesn’t mean I’m not in hustle gang. Save it. Still in it. Still on the hustle gang album. Friendship doesn’t require contracts".[14] Chris Anokute a Senior Vice President of Island Def Jam later welcomed her to the record label tweeting "Congrats Iggy. You have a voice that needs to be heard. We got your back".[14] In an interview with Blare magazine Azalea explained that Island Def Jam made her feel more confident as a musician, and she felt less pressure from them as a company.[6]

Writing and inspiration

Whilst writing for her debut album Azalea wanted to identify a separation between the music that has been featured on her mixtape albums and that of what will be featured on her debut album.[2] She stated that she "didn't really take the mixtapes seriously" and hoped that her previously released mixtape material would not outshadow her recordings as she "really tried with it".[2] She stated that both the lyricism and production of her upcoming album was improved on her previously released material and that she prides herself on "being an excellent beat picker".[2] Azalea regarded "Work" to be "probably" the only song she'd written with "lyrical substance", she had conceived to create a record with story-telling lyricism but feared the album was becoming one dimensional and later felt she was in need of "more fun songs about nothing".[2]

When asked of which recording she was most proud of Azalea listed "Work", she called it her "most personal" and stated that friends of hers cried when they heard the song due to its autobiographical lyricism.[5] In the past Azalea had avoided writing personal material for her mixtape releases as she felt she was "experimenting" with her musical style and she also didn't wish to "put all of the juicy good stuff on mixtape".[5] When writing "Work" although finding it to be a personal track she found parts of the track were relatable in others, and when writing for her debut album she attempted to make it broader in subject matter.[5] Azalea became interested in the hip-hop culture due to the combination of musical styles in an unconventional sense and she enjoyed the rebellious nature of the genre in addition to the jewellery and style,[4] explaining;

I always thought that there was something in hip-hop culture that was the misfit of all the musical styles, where they didn't really belong. They're kind of like, "No, we're a real culture! We're not going anywhere, you can't get rid of us!" I really liked that there was a rebelliousness about it. I connected with that. Also, I liked the flashiness of it and the way everybody dressed—all the crazy chains and crazy style. Everything about it, I was interested.[4]

Release

In February 2013 Azalea confirmed that her first single to be released under her deal with Mercury Records in association with Island Def Jam would be titled "Work".[9] Days before the single was released Azalea was supporting singer Rita Ora on her UK concert tour, and following the release Azalea discussed the support the single had received via Twitter, saying "Thanks for supporting me and im happy to have a first single about my story and not something meaningless i hope it inspires and motivates,"[11] When asked about a US release of the track she confirmed she was signed to Mercury Records in the United Kingdom and that she was signed to Island Def Jam which would release her music in North America, and she confirmed that "Work" would be the first US single.[2]

Composition and critical reception

"Work" is a hip-hop and rap song that lasts for a duration of three minutes and forty-three seconds.[15] The opening of the track features a piano part which Azalea raps over before a beat kicks in.[16] The piano introduction leads into a "bouncy hip-hop" chorus with a "hook that quickly digs deep".[17] The beat of the track has been compared to the music of rapper Lil Wayne, the instrumental features occasional piano sections and "synth bleeps".[18] Azalea's vocals have been described as "confident"[17] and throughout the song she performs fast "intricate rhymes" but combines this with slower vocal performances managing to stretch out words "for a ridiculously long time".[18] Lyrically the song is autobiographical and tells the story of Azalea moving to America as a teenager and her efforts to move to the country.[18] Azalea raps in a Southern American style accent despite being Australian, she attributes this to living in the United States from the age of 16 and stated that the people who taught her to rap were from the southern states of America.[5] Azalea was born named Amethyst Kelly in rural New South Wales where she worked as a cleaner alongside her mother to raise money for a trip to Miami.[1] Azalea told her family that she going on holiday to Miami and then never returned, whilst in the city she learned about Miami bass and then moved to Houston and Atlanta where she met rappers who mentored her.[1]

"Even with the single “Work”, I think people kind of expected me to do something that wasn’t quite as good. Everything that I make that’s great seems to be a pleasant surprise to the world. I’m cool with that, and you can either let it frustrate you or you can see the good and positive in it. So yeah, I’m certainly underestimated. But I’d rather be underestimated than over-hyped, right?"

— Azalea discussing the reaction to the single.[6]

Robert Copsey of Digital Spy found Azalea to have a "colourful CV" which lacks a commercial breakthrough but found "Work" "has all the makings of just that".[17] Copsey found that Azalea raps "confidently" and he compared her music to that of Lana Del Rey, Kesha and Lady Gaga in what he described as "something very exciting indeed".[17] Helen Earnshaw of Female First gave the song a rating of three stars out of five, she complimented Azalea's usage of a piano and felt that her vocals and the piano instrumental are "two elements that go well together".[16] Earnshaw complimented Azalea's songwriting ability but criticized the backing track as being "a little bit too over produced" finding it distracts from her vocals, and highlighted the opening of the track as the "strongest part".[16] Dan Stubbs of NME called the track a "string-laden rap banger" and compared the song to the work of female rapper Azealia Banks, he called it.[19] Mark Blankenship of NewNowNext called "Work" "pretty damn good", he found that whilst many rappers write autobiographical material that Azalea "keeps it interesting by constantly mixing up her flow" with a mixture of paced vocals.[18] He found her rapping technique to be "interesting and surprising" and complimented her "scratchy" vocal style.[18]

Music video

On the other hand, there’s the video. If the song is about how Iggy Azalea did it her damn self, then the video is about how she’s making herself a generic sex object. I mean… she spends half the video doing a lap dance for some anonymous dude. Because no female rapper has ever acted like a stripper to get attention. Yawn. And yes, yes… a lot of her her underground songs were about sex, but there’s “sex for her benefit” and then there’s “sex for his benefit.” And in the “Work” video, it seems like it’s all about him. Still, I’m willing to give her a shot. It seems like Iggy Azalea’s got something to say, and maybe in six months, she’ll be a total superstar.[18]

Charts

Meanwhile, her first single “Work” is shooting up the U.K. charts. The autobiographical anthem has been A-listed at Radio 1 and has broken the top 15 at iTunes.[12]

References

  1. ^ a b c Mossman, Kate (2013-03-24). "One to watch: Iggy Azalea". The Guardian. Guardian Media Group. Retrieved 2013-05-22.
  2. ^ a b c d e f g Copsey, Robert; Corner, Lewis (2013-05-22). "Iggy Azalea interview: 'I need my fans to trust their fave'". Digital Spy. Digital Spy Ltd. Retrieved 2013-05-22.
  3. ^ Griffiths, Sean (2013-04-22). "Hello: Iggy Azalea". Mixmag. Development Hell Ltd. Retrieved 2013-05-22.
  4. ^ a b c d e f O'Neill, Aimee (2012-07-30). "Iggy Azalea Goes for Glory". Interview. Dan Ragone. Retrieved 2013-05-22.
  5. ^ a b c d e Rubenstein, Holly. "Iggy Azalea". Idol. Idol Ltd. Retrieved 2013-05-22.
  6. ^ a b c Hill, Elyse (2013-05-03). "Interview: Iggy Azalea". Blare. Retrieved 2013-05-22.
  7. ^ a b Bustos, Kristina (2012-01-28). "Australian female rapper Iggy Azalea signs to Interscope label". Digital Spy. Digital Spy Ltd. Retrieved 2013-05-22.
  8. ^ a b c d Mossman, Kate (2012-05-01). "T.I. Welcomes Iggy Azalea To Grand Hustle Family". MTV News. Viacom. Retrieved 2013-05-22.
  9. ^ a b Robert, Copsey (2013-02-26). "Iggy Azalea announces debut single 'Work'". Digital Spy. Digital Spy Ltd. Retrieved 2013-05-22.
  10. ^ Markman, Ross (2013-02-15). "T.I. Promises To Make Iggy Azalea Twice As Good". MTV News. Viacom. Retrieved 2013-05-22.
  11. ^ a b "New Music : Iggy Azalea - 'Work'". Rap-Up. Spin Media. Retrieved 2013-05-22.
  12. ^ a b "Single Cover: Iggy Azalea - 'Bounce'". Rap-Up. Spin Media. Retrieved 2013-05-22.
  13. ^ "Rap-Up TV: Iggy Azalea Talks Hustle Gang, 'Work' Remix, & New Single with T.I." Rap-Up. Spin Media. Retrieved 2013-05-22.
  14. ^ a b c d "Iggy Azalea signs to Island Def Jam". Rap-Up. Spin Media. Retrieved 2013-05-22.
  15. ^ "Music – Work– Single by Iggy Azalea". iTunes Store (UK). Apple. Retrieved 2013-05-22.
  16. ^ a b c Earnshaw, Helen (2013-04-02). "Iggy Azalea - Work Single Review". Female First. Retrieved 2013-05-22.
  17. ^ a b c d Robert, Copsey (2013-02-20). "Iggy Azalea 'Work' review". Digital Spy. Digital Spy Ltd. {{cite web}}: |access-date= requires |url= (help); Missing or empty |url= (help)
  18. ^ a b c d e f Blankenship, Mark (2013-04-22). "One to watch: Iggy Azalea". NextNowNext. Retrieved 2013-05-22.
  19. ^ Stubbs, Dan (2013-03-01). "Iggy Azalea – 'Work'". NME. IPC Media. Retrieved 2013-05-22.

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