First published in The Independent, 7th February 2014
The assertion that ‘sex sells’ isn’t revolutionary, particularly when it comes to music videos. From Madonna’s ‘Justify My Love’ to Miley Cyrus’ groan-inducing ‘Wrecking Ball’, sexy videos made by female pop artists are pretty much expected. The problem here (apart from it being an extraordinarily tired formula) is that you have to keep cranking up the steam-o-meter to draw views. The video for Shakira’s new single featuring Rihanna does this by posing the two women as lovers, and judging by the number of views, it seems to be working.