Beyoncé's "4" campaign is already more complicated than Inception with three different singles being promoted simultaneously but things are about to get even weirder when two versions of her current urban smash go to radio. While "Party" took a while to grow on me, the song has since become a firm favourite. I also think it could turn out to be something of a sleeper hit. The slick Kanye West-produced slow jam is exploding on R&B radio (see below) and is winning unexpected fans. Like the legendary Lil' Kim, who was recently filmed getting down to the track on her tour bus. Could your fave have this effect on rap royalty? The overwhelmingly positive response to "Party" makes the decision to butcher it all the more perplexing.
I'm not a huge fan of André 3000 but his rap makes the song for me. It's quirky and gives "Party" an unexpected '90s feel that sets it apart from the rest of the field. While remixes are nothing new, switching the featured artist for radio is a bit unusual. Don't get me wrong. I like J.Cole - a lot more than I like the former Outkast frontman - but his version is a bit stilted. Maybe I'm just used to the original. In any case, we'd better get used to it because J.Cole appears in the video alongside fellow R&B legends Kelly Rowland and Solange. That opus premieres tomorrow in America (so Wednesday over here). I'm already crying and shaking in anticipation! Here's the new version "Party" to get you ready.