I’ve very non-committal when it comes to R&B singer Melanie Fiona. Do I think she’s talented? Yes. Do I think she has a decent voice? Yes. But outside of those two factors, I’ve yet to really fall ALL the way in love with a Melanie Fiona album or single, quite honestly. It feels as if she hovers on the edge of obscurity and the periphery of truly breaking through? Why is that though? On paper, I’m sure she seems to have it all. The masses have not fallen in love with her yet, and while The MF Life was a solid step in that direction, her lack of hit singles and “stickiness” amongst the mainstream seems to be destining her to a uphill career battle for relevance very soon.
“This Time” is not even one of the better singles on her last album to choose as a single — I personally believe “I’ve Been That Girl” or “Watch Me Work” might have been better options. J. Cole’s flow is lackadaisical and not required, the subject matter of the song isn’t really hard hitting enough emotionally for it to really register in my opinion, and now, with a lackluster video that does nothing for the song either, I can’t see this rising up the charts any time soon. The video is a tepid affair — LOOK, CLOCKS! — and while Melanie Fiona is a beautiful woman, the song is still a dud regardless of the fashionable setups and clock dials she is spread across.
It feels very “look at me, look at this watch product placement…look at me sing on a clock…look at me standing next to J. Cole……” and that’s not interesting. Neither is the song. Melanie’s going to have to step it up big time. A remix with a new rapper, a more invigorated music bed, and a video that had some actual story or performance clips might have been better. Will she make it to single #3, or even album #3 at this rate?