Free Me

by

Emma Bunton

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Thumbing her button nose at current chart trends Emma (Bunton, once Baby Spice, now seems to prefer simply 'Emma') has come up with something of a surprise with this contemporary and sophisticated pastiche of 1960's Swinging London, Bossa Nova and bubblegum music. It's a brave move, and a very successful one.

'Free Me' matches Emma's honeyed vocals against equally lush orchestral arrangements, Latin cocktail rhythms and excellent pop songs evocative of Jackie Trent and Tony Hatch, Antonio Carlos Jobim and James Barry. She channels the spirit of 60's Brit girls such as Sandie Shaw and Cilla Black, evokes the lounge calm of Astrud Gilberto and even mixes in the charm of Motown and early 70's easy listening. I'm sensing we're seeing an artist more in control of her output than in the past (the album title alone seems to suggest this, also, Emma has co-written all but one track on the album).

'Maybe' (also a single) is the stand-out track with an infectious melody and its lush Georgie Fame rhythms. The natural extension of the song is the brilliant campy film clip with its way-out Vogue `69 fashions and crazy choreography. I only wish there was a 'Movin' With Nancy' (Sinatra) style TV special to accompany the whole album. There's a touch of James Bond ('Free Me' and 'No Sign of Life'), pop anthems ('I'll Be There') and musical hooks at every turn ('Tomorrow', 'Breathing'). The solitary cover (and current UK single) is 'Crickets Sing for Annamaria' (originally by Latin maestro Marcus Valle). Although perhaps more obviously suited to, say, Bebel Gilberto, Emma pulls it off magnificently. 'Lay All Your Love On Me' co-penned by Cathy Dennis (Kylie, Britney hit machine) is more cute than the chart-blazer I was expecting, but excellent nonetheless.

'Who the Hell Are You' reminds a little of Emma's Spice Girls past (and not just because of the title) and 'Amazing' is the song they should have left off the album. As she has side-stepped current fashion for longevity and quality I doubt this album will age the way that the records of many of her contemporaries do. Even her Spice sisters, I mean, will you be listening to Geri Halliwell's "Scream If You Want to Go Faster" five years from now? Are you listening to it now? Who's Geri Haliwell?

After a strong start and solid centre 'Free Me' does lose a little steam towards the end but overall it's a brilliant example what a great pop album can be: Fun, catchy, memorable and all without pandering to the trends of the current market.

Anyone can disregard the Spice Girls as a fad act or a manufactured band that catered to a certain passing trend. However, that would be the judgment of a person lacking in knowledge when it comes to popular music - a genre overlooked as phony, but in reality, is a culture-rich category of music that is nothing but a reflection of our time.

The Spice Girls conquered the world from Japan to the USA, breaking the stateside consistence on delivering "real" music and ushering in an era of pop. Yes, it was the Spice Girls who made it possible for bands like *N Sync and artists like Britney Spears to break it big. Notice pop music in the early nineties before the Spice fever - it was at a low-point with nothing identifying pop but a few British boy bands and big time divas, who also shied into the R&B field for sanctuary from pop-phobia, a la Janet Jackson and Toni Braxton.

After the Spice Girls' skyrocketing success came a fast downfall, however, with Geri Halliwell (Ginger Spice) leaving the band in pursuit of a solo career, which every single one of them would meander into later.

Halliwell released the widely-appreciated Schizophonic, with hits such as "Look at Me," "Lift Me Up" and "Bag It Up." The ginger one also released a yoga video and a sophomoric slump, Scream If You Wanna Go Faster, with the title track "Calling," and her rendition of The Weather Girls' classic, "It's Raining Men" as singles. The latter also appeared on the soundtrack of Bridget Jones' Diary.

The four other spices stuck together for one more album, Forever, then embarked on solo careers.

Melanie C (Sporty Spice) managed to be the most successful of the members with her incomparable debut Northern Star. The release contained many hits such as "Northern Star," "Going Down," a collaboration with the late Lisa `Left-Eye' Lopes titled "Never Be the Same Again" and the number one dance track that still frequents the dance floors, "I Turn To You." Her second album, Reason, did not receive the same amount of triumph but would have its moments with "Here It Comes Again," "On the Horizon," "Melt" and the rowdy "Yeh Yeh Yeh."

Victoria Beckham (Posh Spice) and Melanie B (Scary Spice) both suffered with their solo careers. Posh became the target of British tabloid with her famous husband while releasing a self-titled album that lacked in quality and delivered two measly-put singles: "Not Such an Innocent Girl" and "A Mind of Its Own." Her only real hit is a collaboration with the Truesteppers and Dane Bowers, of Another Level fame, on the track "Out Of Your Mind."

Posh is now attempting a second chance on her solo career with the double A-side "This Groove / Let Your Head Go."

Scary Spice, on the other hand, delivered one of the most overlooked albums of the pop era. Hot was a no-nonsense dance filler that included her effort with Missy Elliot, "I Want You Back." Hot had strong singles that were generally forgotten by the public. Songs like "Tell Me," "Feels So Good" and the ode to her baby, "Lullaby," were all melodically pleasing.

The fifth member of the Spice Girls still has a lot to prove. Emma Bunton first burst out as a solo artist collaborating with Tin Tin Out on "What I Am," originally by Mary Curran. Then came the singles from her debut, A Girl Like Me. She started off with "What Took You So Long?" and the simply gorgeous "Take My Breath Away." Then came "We're Not Gonna Sleep Tonight," which was like every single on the album - a hit, but not close enough to be considered a smash.

This time around, Bunton releases her sophomoric effort, Free Me, with three singles already out. The album sounds like a concept release with its unashamed approach at mimicking the swinging 60s. "Free Me" is included and the shaky "Maybe" sets the mood for the album. Moreover, the latest single, "I'll Be There," stands out as a well-worked-for hit.

The album is steady in sound without too much experimentation. Songs, whether slow like "No Sign of Life," or jittery like "Crickets Sing for Anamaria," all have bellbottomed flair to them. Even the album sleeve looks like it was taken off of a 12" record.

"Lay Your Love on Me" is whistle-catchy, while "Amazing" featuring Luis Fonsi, is reminiscent of George Michael's album-cuts. A highlight on the album is "Tomorrow," which sounds a bit like the Spice Girl's smash "Stop."

It is hard to determine what direction Emma Bunton is taking on Free Me; however, this album does not take risks, yet encompasses a taste of its own that is not widely available in pop format.