Hungry Fergie is here to slay. Time to let her.
Fergie just surprise dropped her music video for new song ‘Hungry‘ with Rick Ross and it’s kind of awesome.
Fergie and Rick Ross bring a fierce rap across epic gospel choir loops and trap beats – it’s sparse but loaded all at once.
‘Hungry‘ sounds like the emergence of the darker side of Fergie she’s often hinted at, but never fully embraced; setting the upcoming Double Dutchess up as a potential magnum opus for her. The track pulls her away from the pandering of Life Goes On (mediocre) and the assured dullness of Milf$ to tell you that Fergie doesn’t need to beg for a seat at the table – she’s already earned it.
Indeed success, money and the pursuit of it from humble roots are persuasive themes in Fergie’s story so far, and the track is supported with a video that is creative, impactful and full of sharp posturing, elevating it above the glut of ‘sexy’ videos from her younger contemporaries.
Yet, despite the music being A+ and the visuals being on point, Fergie appears to be struggling. She’s finding this latest era isn’t having the same impact as her wildly successful first solo album; perhaps due to the huge 11-year gap between those records, perhaps down to ageism, or perhaps due to a widely documented struggle to release as labels increasingly get cold feet with legacy artists.
Daring to be Different
It’s really too bad because Fergie’s new music feels young, fresh and different; but who’s the target audience now? No doubt, she would have had more off-the-bat commercial success with another ‘Big Girls Don’t Cry’ style pop ballad, which makes it clear that Fergie’s focus has shifted with DD into darker, more interesting territory and that can only be a good thing. We need more women in mainstream music pushing for change.
Fergie remains a school in ‘being different doesn’t mean failing’ and with the likes of Dua Lipa, Kesha and Selena Gomez, and now, Taylor Swift also embracing more left-of-center approaches, spare a thought for the OG of mixing it up in the mainstream, as her new music deserves more success.
She also dropped the audio for her awesome Nicki Minaj collabo You Already Know which mixes 90s samples with two of female rap’s icons to solid effect – why this wasn’t a song of the summer, we’ll never know – but there’s time to make Fergie our soundtrack of fall and winter.