The farthest Timbaland extends from his bread and butter is in the last half dozen tracks. Much of the album does seem to be a cumulation of the lessons Timbaland has learnt in his many years in the industry, with much of the album drawing from his past work. Nina Simone may not have had Timbaland in mind whilst, but nevertheless the song highlights the slick production of the album, at least in some songs. The first song on the album Oh Timbaland uses a sample of Nina Simone’s Sinnerman to create his very own mondegreen, with her full-toned vocals appearing to ooze “Oh Timbaland, where you going to run to?” It doesn’t take much searching to see they’re just another step in the general direction of pop music. Timbaland certainly wasn’t the first to use sampling of music, and as much as his work on songs like My Love by Justin Timberlake and Promiscous by Nelly Furtado felt fresh, innovative and new. When a new genre pops up, it is not created in the mind of one, but rather emerges through a series of gradual developments. Musical milestones and inventions are often incredibly hard to spot. To put it simply, that Timbaland, he’s so hot right now. He may burn out quickly, but in the pop music market it is the short term that matters. Whether or not he is overextending himself in collaborating with artists from all ends of the musical spectrum is irrelevant. Many will look at his goals as unreachable, and see him as a modern day musical version of Icarus. It would take a man of strong stature to do so, and as the cover of his album Shock Value indicates, Timbaland is the man for the job. His goal for 2007 was quite simply to do just that, to “take over top-40 radio.” Behind a shockingly large amount of 2006’s biggest hits was a man perhaps ready to declare himself as 2007’s king. They made themselves icons of pop culture, even if only for a moment.
Yet whilst the furor lasts, these most notorious artists make the pop world what it is, a market built on short term satisfaction.Ģ006 was a year in which artists such as the Pussycat Dolls, Nelly Furtado and Justin Timberlake extended themselves out above the pack. The fame is often fleeting, and the fall from grace harsh (as the Spice Girls would testify). Modern artists may never quite match Beatlemania, but the essence is still the same today. In recent years artists such as Britney Spears, Eminem, Justin Timberlake and the Black Eyed Peas have achieved notoriety that seemingly exceeds the top of the charts. At any point in time there always appears to be one or two artists at the very pinnacle of pop culture fame.
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