To everyone who's not a signed up fan, N-Dubz are a bit of a joke. They (And by they, you're usually talking about Dino "Dappy" Contostavlos and Richard "Fazer" Rawson, not Tulisa) dress like they've been left in Urban Outfitters with the lights off, make headlines for the wrong reasons all the time and yet both are keen fishers and love flying model planes. They make hip hop for pre teens. Hormone hop, if you like.
Hormone hop is though a profitable place to pitch yourself though, N-Dubz have shifted over a million albums so far and are just about to release their third, entitled "Love.Live.Life."
They've been working with Salaam Remi on their new record, which is quite a coup and perhaps a sign they're looking to be taken a bit more seriously. Previously Dappy and Fazer had produced the albums themselves and it's a surprise to see them handing over control to a third party. Remi has an excellent track record though, he's worked extensively with Nas, a rapper even non rap fans love and was the first person to work with Amy Winehouse, producing her debut album.
The band have talked up a sonic change, especially as they're being geared up to have a big go at the US market this time round. They want new fans, older fans and to see their albums in the hands of adults who aren't just buying it as gifts for their children.
Their comeback single "Girls" doesn't show any sign of a change though as it starts in the way every N-Dubz seems to, with a blast of "Na na....niiiigghhhh" giving way to a garage band beat.
Lyrically, it's no more refined either, with the opening line of "Girls, I fuck wid dem, I dan't usually fall in luv wid em."
Remi has had some effect though, especially when you compare this track to their early stuff. When Dappy and Fazer controlled everything, the tracks were a lot more theatrical and dramatic, with big crescendos and very clearly defined choruses. "Girls" is a much steadier track, with the beat being allowed to develop as the song progresses.
Is it enough of a departure to win over any new fans? No, it's not. The lyrical posturing is still there, as is the clunking hip hop cliche of singing about batting armies of girls away. The beat and structure might be subtler and a little more elegant, but love them or hate them, this is still N-Dubz and they won't have anyone reappraising them just yet.
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