There’s no technique to sugarcoat it: MNEK’s long-awaited debut album Language underperformed in its first week, fully lacking the Billboard 200 chart. The 23-year-old singer-songwriter-producer has expressed disappointment throughout social media: “okay i informed my mgmt to not ship me the gross sales or no matter and they also didn’t – however i’ve seen somebody’s tweeted it and i’m a bit gutted, kinda fucked it,” he tweeted.
MNEK has motive to be disheartened. The album is a tour de pressure of unclockable hooks and manufacturing wizardry. For an artist who has labored with a roster of worldwide acknowledged stars that’s extra thrilling than most award present line-ups — Madonna, Beyoncé, Christina Aguilera, Diplo and BTS, to call a number of — and has a stable fanbase amongst Pop Twitter, it’s curious why MNEK’s debut didn’t make extra of an affect.
It’s clear that MNEK is aware of his place within the music world. High-profile collabs be damned, the singer is conscious that informal followers nonetheless don’t know methods to say his identify. He hilariously corrects them with a superb skit on Language: two get together ladies sing alongside to “Never Forget You,” his 2015 team-up with Zara Larsson earlier than one of many girls professes her love for “Em-Neck.” “It’s ‘M-N-E-Ok’,” her buddy corrects her. “Sounds like an STD.”
This playfulness shines all through Language. On “Correct,” he flexes his resume as a triple risk: “You hear the bass by the audio system/ Now you wanna hear the remainder/ Who wrote this track?/ Who made this beat?/ Well take a guess,” he brags, possible smirking the whole time he was within the studio. And on album spotlight “Girlfriend,” he reads a closet-case fuckboi to fiflth: “Neither you nor your story’s straight.”
On high of MNEK’s good wordplay, Language is a masterclass in manufacturing. The singer doesn’t conceal his turn-of-the-century inspirations; in truth, he shared a playlist of pop and R&B tracks that influenced the report, together with early P!nk (“There You Go”), a Spice Girls deep lower (“Denying”) and two tracks from Janet Jackson’s The Velvet Rope (“Empty” and “Go Deep”). The period’s sound is current all through the skittering beats and multiplex harmonies of Language, maybe most obvious in “Paradise,” which options the enduring guitar riff from Ultra Naté’s 1997 membership staple “Free” undulating all through the observe.
So why didn’t audiences listen? The most blatant rationalization: his identification. MNEK is a female, homosexual, black man making pop music. Sadly, that’s nonetheless revolutionary. "Queer artists have been celebrated throughout main media retailers all yr (it’s #20GAYTEEN in spite of everything!), however are hardly catching on the charts. Even Troye Sivan, the chosen poster baby of the the queer pop motion, is struggling to catch a break on the charts. His lead single off final month’s Bloom capped at No. 80 on the Hot 100, whereas subsequent singles — together with a duet with Top 40’s it lady Ariana Grande — missed the chart fully. With the notable exception of Halsey, LGBTQ artists are all over the place — besides on the charts.
But MNEK’s sexuality isn’t the one factor working in opposition to his crossover reputation. A fast skimming by the highest of this week’s Hot 100 and it’s straightforward to see that dance-rooted pop music doesn’t have the presence it used to. There are outliers, however trap-infused hip-hop guidelines the charts, making it troublesome to interrupt new pop acts. Even Dua Lipa, arguably the most important pop star to interrupt out previously yr, took a minute to catch traction. Her self-titled debut landed at No. 86 on the Billboard 200 upon its June 2017 launch. Eight months later, the album hit a peak of No. 27. (It’s price noting that MNEK additionally co-wrote Lipa’s international smash “IDGAF,” which famous a No. 49 peak on the Hot 100.)
That mentioned, MNEK’s might have a look at his fellow Brit’s trajectory for a little bit of optimism. She is proof that first-week numbers aren't indicative of an album’s potential, particularly for a newcomer in in the present day’s pop music panorama. Charli XCX, too, is proof pop artist can keep a gradual quantity of curiosity whereas being all however absent throughout the US charts.
With a correct stateside push — full with tv appearances the place he can showcase his sassy appeal — this album marketing campaign is salvageable. A serious opening slot for a tour or a co-sign from one among his celebrity collaborators might additionally do wonders to extend his profile.
Another ray of hope: music developments don’t final lengthy. As the pendulum swings away from extra simplistic sounds, we’ll inevitably find yourself listening to music with extra sonic complexity. While there’s no predicting what that may sound like, current buzzworthy singles by Rina Sawayama and Nina Nesbitt (“Cherry” and “Loyal To Me,” respectively) wouldn’t sound misplaced on a playlist amongst turn-of-the-millennium fare like Destiny’s Child, Aaliyah and Jennifer Lopez. Given his comparable admiration for the intricate melodies and syncopated, layered rhythms from the late ‘90s and early ‘00s, if there’s any justice, the long run will sound like MNEK.