Tom: Okay, we’re talking about this. I know it’s been months since it came out over here, I know we said we’re not going to talk about this, but we’re talking about this.
Tim: Ugh, WHY.
Tom: Because I drove through Sweden and Denmark the other day, Tim, and this is in heavy rotation on many radio stations. I heard it four times, including once on the shuttle bus back from the airport that was apparently tuned to an easy-listening station. It’s not even in the charts there. The radio just loves it.
Tim: Hmm…ermm…sorry, just trying to think of a time when we’ve ever even slightly bothered about before. Struggling, I’ll be honest.
Tom: And not only that: it turns out there’s a new trend in music videos, which is a separate vertical video. WELCOME TO THE LATE 2010S TIM.
Tom: Okay, let’s get it out of the way: hearing Snoop Dogg shout out Olly Murs is really, really strange.
Tim: Although less strange than Flo Rida doing a school register call out of the Saturdays.
Tom: Does this track sound a lot like Feels? Yes. Does it have the unmistakable smell of Sheeran all over it? Also yes. Are the lyrics bloody awful in places? Also also yes.
Tim: Yes yes yes.
Tom: But here’s the thing: I didn’t turn it off, at least not the first time I stumbled across it while radio-scanning. It is a very competent track. I’m not going to say it’s necessarily good, but I’ll be damned if it isn’t catchy, excellently produced, and absolutely made for radio airplay. And that’s still a valid way to make a track work: you don’t need to convince the public, just the people in charge of radio playlists.
Tim: It’s short. I’ll give it that.