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Chris Brown Goes Back To Basics w/”Yeah 3x”

Chris Brown "Yeah 3X" Jive Records/JLG

Chris Brown "Yeah 3X" Jive Records/JLG

R&B/Pop singer and actor Chris Brown has tried time and time again to get back into his fans good graces after his career altering dispute with exgirlfriend, Rihanna, and it has certainly been a work in progress. As a result, his last album released under his label, Jive, Grafiti rightfully bombed This happened despite Jive’s great promotional efforts for the album’s first single, “I Can Transform Ya” featuring Lil’ Wayne and Swizz Beatz. After that the album’s second single, “Crawl” was hardly even noticed and quickly forgotten.

One of Chris’ biggest efforts to ask for forgiveness  was at the 2010 BET Awards. It was during the “Man In The Mirror” segment of his tribute to Michael Jackson, when Chris unexpectedly broke down in tears, making him unable to finish the performance. After that, things began to look up for him.

Soon After the BET Awards, “Duces” the lead single from his independently released collaboration album, Fan Of A Fan  with Tyga debuted on the R&B/Hip Hop Chart, as Jive Records began picking up promotional support. With Jive’s help the single did in fact reach the top of the R&B/Hip Hop Charts and hit number 14 on the Billboard Hot 100. However because of the song’s “break Up song” subject matter, it still served as a reminder of his very public and very violent break up with Rihanna, being pumped in power rotation on the radio. Sometimes that may have made it hard for fans to put it behind them.

Now Chris is on getting back on his feet with his fourth official album for Jive, called F.A.M.E.  due early 2011. Like his previosu hit “Forever”, Chris is kicking things off in a very dance/Pop, club style on the album’s first single, “Yeah 3X.” If anyone is curious what they can compare it to, the song was produced by DJ Frank E, the producer who came to fame with Dance/Rhythm inspired Pop songs like “Right Round” by Flo Rida and “Love Me” by Justin Bieber. Pollow Da Don, the one who produced “Forever” is also a major producer on F.A.M.E.. Is this a snap shot of a more developed, more mainstream Pop sound for Chris? Only time will tell, but it is nice to see him making just generally fun music again.

The video is also nice to see as well. Chris recruited “Duces” video director, Collin Tillley to create something new for Chris. The video goes back to the basics of performance and dance, and has a look more out of a Disney musical, rather than an Urban street or rugged  song. For the first time in a long time, “Yeah 3X” allows us to have fun with Chris again. This is the first step of many in the right direction!

Chris Brown

“Yeah 3X”

From F.A.M.E.

CBE/Jive Records/JLG


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