Mariah Carey’s album Me. I Am Mariah…The Elusive Chanteuse debuted at No. 3 last month, selling 58,000 copies. While the first-week sales were the lowest of her career (for a non-holiday album), Jermaine Dupri is not sweating it. The So So Def mogul, who manages the pop diva and executive produced Chanteuse, is confident that it will build over time.
“I actually feel like it’s probably one of her best albums she’s ever made,” he told Rap-Up TV at the ASCAP Rhythm & Soul Music Awards. “I’m excited to see where the album ends up. I tell a lot of people, this era of music and this genre, they don’t understand records that come out small and sell a lot of records.”
He compared the situation to another one of his artists. “When I put Kris Kross out, I don’t think Kris Kross sold but like 8,000 records the first… They went on to sell 8 million records,” he explained. “And it’s the same. Bow Wow did 100,000 his first week, he ended up doing 3 million. So it’s like the first-week sales sometimes don’t really matter. I think people gotta start understanding. If you have a plan and you can put the plan in play, you just gotta keep livin’ it out.”
Mariah is moving forward with plans to shoot a video for her next single, the J.D.-produced “You Don’t Know What to Do” featuring Wale.
J.D. has also reunited with Jagged Edge and will executive produce the R&B group’s upcoming album J.E. Heartbreak 2. “If you like J.E. Heartbreak you’re gonna love this new album,” he said. “We don’t really feel like we have no competition in the R&B world. When I say that I’m talking about real ballads, music that people actually have sex to. I just don’t believe that nobody cares about that area no more and we’re getting ready to really, really kill it.”
Let’s get up to date and talk about the new Mariah Carey single. The truth about Mariah is this: her upper register is the musical equivalent of black truffle. You could shave it on to any **** and we’ll still order it. It can bear aloft even the most uneventful material, but her new single, You Don’t Know What To Do, is a proper tune. This song has the makings of a hit, from the Donna Summer-y intro, the bold melisma… even guest rapper Wale sounds like he’s having “just enough” fun, instead of his customary “too much”. Most of all: this song has a great hook.
First, the chorus has a surprise incongruity, just like Carly’s “crazy”/“maybe” rhyme: Mariah’s swallowing of the word “what”. “Know what” is compressed into a single diphthong – “you don’t know’it/ to do”. Mariah punches that phrase in the sternum every time it tries to escape her lips. Were it not the title of the song, would we even know what she was saying?
Second – and this is tougher to describe – but the quality of a good hook is often not measured in a melody’s intrinsic features, but the context in which it appears. A terrifically catchy melody like Ylvis’s The Fox could become fatally annoying, if not given an effective foil, a counterweight. The repeated “You don’t know’it/to do”, taken on its own, is about as pleasant as a car alarm. But balanced with the dextrous, low-register second stanza – “First you want to leave/ Then you never go” – that car alarm becomes dancefloor singalong perfection.
Urban will start to fall in love with the song... they really needed more R&B. All i hear is 30% R&B songs, and 70% of the same generic DJ Mustard track or some trashy ass rap song on Urban radio.