Cher Lloyd is activating the next phase of her career at last!
It might have taken a two years and a new label contract, but the wait is finally over: the X Factor UK alum is back at it again with the premiere of her new single “Activated” – a completely solid shift in sound for the Sticks & Stones pop princess.
The track sees Cher ditching her signature bratty bubblegum-pop pulsations – “Want U Back” – for echoing finger snaps, repeat-heavy yelps and a chilly tripping beat, as Cher shows you how she does “the damn thing,” in a move not entirely unlike Selena Gomez, Demi Lovato or even, Britney Spears‘ latest moody switch-ups. “They like ooh they like ooh like ooh/ Baby, just wait I’m in/ When I do the damn thing, just watch me/ When I do the damn thing, just watch me,” she assures on the hook. Apart from the expected very-on-trend minimalist approach, the song itself is really quite catchy, and showcases a whole new mature side of the pint-sized diva.
“I’ve waited two years to have creative control of my own career and finally do things my way,” Cher said in a statement. “Returning with new music and releasing ‘Activated’ is such a huge deal for me. I’ve been working hard on new music and I cannot wait to reveal more to you all! Now I’m ready to roll my sleeves up and show you all what I’m really made of. To all of you who have stood by me since the start of my career, I promise you, this is just the beginning.”
“Activated,” the new single from Cher Lloyd will be released worldwide on Friday (July 22)!