Although Ciara's fourth studio album has suffered in the sales department, the singer is preparing to release the third official single from the set with the Usher-assisted "Turn It Up" being the winner. The song is a particularly poppier sound than the previous two singles released, with synths, thumping drums, and that undeniable dance club feel it possesses. It is a very catchy song that has the sound of a crossover hit that her previous two singles have not been successful in pinpointing. Furthermore, it always helps to have fellow ATL-native and R&B superstar Usher on a song to increase the hit potential, and rather than sounding like a randomized musical collaboration for the sake of seeking attention, the two have a genuine complimentarity that works on the track.
What is surprising is that Jive Records has chosen now to release the song even though it is arguably one of the strongest tracks on the album. I would've expected Ciara's label to utilize the dual-singles tactic most other labels have tried, in which a crossover artist will release one single to attract their core fanbase and another to win over more mainstream listeners. Considering its success with Beyonce ("If I Were A Boy" and "Single Ladies (Put A Ring on It"), Rihanna ("Only Girl (In The World)" and "What's My Name?") and Nicki Minaj ("Right Thru Me" and "Check It Out"), it seemed natural to simultaneously release "Ride" and "Turn It Up", just to different radio formats.
Jive has definitely dropped the ball with this album, considering the success of "Ride" on urban and rhythmic stations. It is astounding that Ride's release date was nine (yes, NINE) months before the album was finally released, especially when taking into account the buzz surrounding Ciara's new music throughout the blogosphere at the time. Let's hope a nice video and positive commercial reception to the song will reignite sales for Basic Instinct.
For those who have yet to enjoy "Turn It Up," listen below:
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