About a year ago I wrote an article for Idolator about rising Australian pop stars. It was actually quite difficult to piece together because, let's be honest, the vast majority of local acts have a better chance of winning lotto than making the slightest ripple in America. Iggy appeared to be the glaring exception. She was already hyped as the next big thing and had a hotly anticipated major label debut album on the way. But it never came.
Instead, Mullumbimby's finest expert began modelling and soon fell into mixtape hell. She basically became Cassie with an Australian accent and lighter tan. That's when I stopped checking for Iggy. It was like she had been exposed as a gimmick and the whole world had finally woken up to it.
But this bitch is a fighter and proved me very wrong. The blond bombshell signed a new deal in the UK and scalped hoes with the sheer quality of her official debut single. Azealia Banks and Angel Haze are now the rap chicks with something to prove. Iggy has already delivered above and beyond expectations.
"Work" is such an impressive achievement. It took a couple of listens to click with me but now I'm completely obsessed and play the hypnotic jam at least 10 times a day. The production (courtesy of The Invisible Men and 1st Down) is spot on and Iggy's flow is slicker than ever but its real greatness lies in its authenticity.
The catchy track basically tells the diva's life story. The catchy track references the red sand of her hometown, the line about scrubbing floors is a nod to her stint as a cleaner, she raps about her move to America, that disastrous first record deal and the judgement she receives as a white, non-American rapper. It's honest and strangely universal. All of a sudden I like Iggy. She's a bad bitch.
And then there's the video (below). Who paid for this glorious extravaganza? Madonna is filming clips on her iPhone while a relative unknown gets a beautiful Jonas & François-directed opus that references Death Proof and, adorably, The Adventures Of Priscilla Queen Of The Desert.
It's audaciously cinematic and reminiscent of old school Missy Elliott with its bright colour palette. Most importantly, Iggy looks like a star. Her body is ridiculous and the styling is fantastic. I don't care how this performs on the charts. It's brilliant. Iggy can stay.
9/10
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