Adele producer: Keeping mum about ‘Hello’ was hard

26 Oct 2015 | Author: | No comments yet »

Adele smashes Taylor Swift’s record with new single.

The video for the British singer’s long-awaited new single, “Hello” – her first video since 2011 – set a new record for Vivo, the top music video platform, racking up 27.7 million views in its first 24 hours.The huge success of the singer’s ’21’ campaign looks set to continue with video streaming platform Vevo announcing today that, with 27.7m views, the ‘Hello’ video is an official record holder having gained the most views ever in a 24 hour period.If you’re anything like me, you’ve depleted your body’s water supply via the waterfalls of tears you shed since Adele released her new song, “Hello.” As expected, “Hello” is a heartbreaking ballad that pretty much guarantees you won’t stop sobbing for years to come. However, the power of Adele’s songwriting is that the song is applicable in so many different situations — including those struggling to come to terms with adulthood.

Statistics provided to NME by Apple show that ‘Hello’ is Number One on iTunes in 102 countries around the world while new album ’25’ is Number One in 93 countries on pre-orders alone. It’s the point in time in which we transition from being young dreamers with a vision for how we expect our future to be into the adults who are living a future that sometimes didn’t go as planned.

And Adele is one of the few consistent moneymakers the music industry has. “My last record was a break-up record,” Adele wrote about the new album in a note on Facebook last week, “and if I had to label this one, I’d call it a make-up record. Even though it’s already sold millions of copies, the arrival of “Hello” also put 21 in the top ten in the US, UK, Brazil and Russia, according to Music Business Worldwide.

Adele hits this concept on the head when she softly sings, “I’m in California dreaming about who we used to be / When we were younger and free / I’ve forgotten how it felt before the world fell at our feet.” The nostalgia is strong as she elaborates on the freedom that one has in youth but often doesn’t realize until a later age. Emphasizing this point, she belts, “Hello from the other side.” Adulthood definitely feels like a looming “other” side that you can never be quite sure you’ve reached. The video has now been watched nearly 71 million times. (To be fair to TSwizzle, it has a way to go before its total views get anywhere close to the 598 million views of “Bad Blood”.) The six-minute video, which was shot using IMAX cameras, features the singer and “The Wire” star Tristan Wilds. Making up for everything I ever did and never did.” Later in the letter Adele added: “’25’ is about getting to know who I’ve become without realising.

And I’m sorry it took so long, but you know, life happened.” Damon Albarn worked on new material with Adele, but said he doesn’t think she will use it. And, perhaps inevitably, it’s also spawning viral comedy video clips, like this one mashing up Adele’s “Hello” with Lionel Richie’s 1983 song of the same name. The new material is also rumoured to include a song written by Tobias Jesso Jr, as well as appearances from OneRepublic’s Ryan Tedder, producer Danger Mouse and pop writer-producer Max Martin, who’s best known for his work with ’90s pop acts N’Sync, Britney Spears and Backstreet Boys.

Just over a week ago, a mysterious ad ran during Britain’s X-Factor broadcast that contained just a few lines of the song – but neither the singer nor label would confirm it was her until the day before the single and video were released. Earlier this year, producer Emile Haynie revealed he met with Adele in February to discuss potentially working together, but that the singer was “taking her time” over a new album. “We got along well as friends when we met in February and I hope we can cut some songs, but Adele is taking her time,” he said. “I’d push for it to happen, but we’ll have to wait and see.”

Twitter, not surprisingly, exploded when it collectively saw videos of the commercial – and that obsession has since transferred to the actual video. It is the tenth-largest selling album since the organization started tracking music sales in 1991 and generated five hit singles Between Adele and Swift, this has been a banner year for big music videos. Prior to the two sings, the biggest video debut on Vivo was Nicki Manaj’s “Anaconda” from Aug. 2014, which was viewed 19.6 million times in 24 hours, followed by Miley Cyrus’ “Wrecking Ball” from Sept. 2013, with 19.3 million views.

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