Jay Sean – “2012” (Featuring Nicki Minaj)

Dance, Hip Hop, Pop, R&B, Rap, UK Asian, Video

Score: 6.6

It’s a clever move to get Nicki Minaj onboard and attempt to “cash” in on her impending megastardom. It would have worked well too if “2012” had been: a) A bit better, and b) Actually had an album in conjunction. That it doesn’t speaks volumes of what Jay Sean is now predictably going to face having signed to Cash Money Records. The truth of the matter is that he is a mere cash-cow to them: there’s nothing to do with classic music, artistic integrity or genuine career development. Nope, it’s about single hits, numbers and maximising every ounce of Jay Sean’s market. That doesn’t mean “2012” is a bad song – for it is quite a decent little ditty, if a touch cynical (you just know this is for the 2012 Olympics in London). The video is nice enough, Minaj’s feature is alright and the song itself is an inoffensive perky summer whistle-along number, that will make a bouncy 4 minutes in his “Greatest Hits” collection. Unless we’ve all blown up by then. The clip at the end hints at R&B, but we’d be willing to bet his next single won’t change the formula.

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