When Emin released “Miss America” back in February 2011, little did anyone know that it’d turn out to be a prophecy. Two and a half years later, Olivia Culpo the current American–born Miss Universe makes a cameo appearance in his latest music video for “Amor”.
For those who aren’t in the loop, Emin is an Azeri star who happens to be the son-in-law of the president of Azerbaijan. He dazzled us during the interval of ESC in Baku with the most spectacular performance in Eurovision history to date (in my humble opinion). To his credit, he has recorded several singles which have charted all over Europe and the US. His debut album “Still” sold in excess of 100,000 copies. Since then, he has released five other albums to similar commercial success. His most recent album “After The Thunder” is akin to a quiet storm, and one that I still appreciate as a drive-time LP.
His CV and family connections are impressive. He is a also great showman who sings well live. I have seen him perform three times, both in London and in Baku. That said, what’s equally striking about Emin is that his songs aren’t remarkable.
Take his current single “Amor”. It is basically an auto-tuned pastiche of Enrique Iglesias. On the third listen, you’d be forgiven for having forgotten what you just heard and humming “Bailamos” instead. The song plummets to desperate lows when it hits the 02.44 mark. I’m hesitantly tolerant of fillers on an album, but why stretch a single to 4 minutes when you’ve only got material for three? Even more worryingly, why debut this track as the lead track on the upcoming album?
As unfortunate as this decision was, the video saves the day. It adds a raw layer to what is essentially disposable Latin pop. Emin looks great in his signature leather jacket, and he is seen searching for the most beautiful girl on the planet in an abandoned neighbourhood. The chemistry between the two of them befits the message of the song, and when the search is called off in a nightclub, you know it’s time to dance. By all assessments, this is a great video. Unfortunately, it marries up with a song that is lacking in originality, content and musical direction.
Photo: Miss Universe Organization