Jaya – “DJ Do It Again”

Dance, Pop, R&B, UK Asian

Score: 5.9

Jaya, hailed as the first female British Asian singer to be “signed to a major label” (hmm, really not sure about that) releases her debut “DJ Do It Again.” She has a good singing voice – certainly sounding more confident and natural than most of her competitors – plus she looks decent and the video (dancing aside) is quite the treat. How about the song? Well, it’s a catchy enough dancey pop effort that will surely go down a treat in regional parts of Italy, but it is also a thinly disguised, cynical and quite typical major label effort to target radio and (to a lesser extent) club DJ’s: “Hey! We put the word ‘DJ’ in the TITLE so, like, you HAVE to support it!!!” It’s a bit too bland, cautious and meaningless to gain traction, but the impending backlash might be the shot in the arm that Jaya needs to realise that it’s songs that sell, not label “expertise.” This is a good example of the difference between a “singer” and an “artist.” DJ Do It Again - EP - Jaya

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