September 24, 2010
Has there ever been a more smiley popstar than Joe McElderry?
The new Joe McElderry video (which is hard to see if you are not in UK, but may be here) is a record label doing everything right, with old school money spent. We've seen reality stars - Joe won the X Factor - fail so many times because the label doesn't showcase what made them popular on TV. In this case, Joe smiles giddily throughout the video and that is his gold. It's also a buoyant, happy tune, even if it's ripped from another group* who released THIS song THIS year! Joe's version adds an orchestral sweep to the chorus that makes it prettier, but I don't get the auto-tuning on the verses; it seems to be the industry standard now.
As for this "making of" clip above, it's fascinating to see Nigel Dick, who directed some of the most famous videos of all time, from Tears For Fears in their imperial phase all the way to Backstreet Boys and Britney Spears. And I've said it before: I could listen to Joe talk all day.
Last fact: His name is really pronounced Joe Mackle-derry but he professionally changed it.
*The Donkeyboy kids will be rich