Europe don't use Urban Rihanna tho.
Serby wrote:Dance Rihanna slays and y'all deal.
she slayed 2008-11, but she wouldn’t slay in 2018
Anti is a flop in UK (her strongest market).
Europe may not 'use' urban Rihanna as much as they used to 'use' pop Rihanna, but they still 'use' her more than any other female artist (if we ignore Adele for a moment).
Out of all the major pop girls who've emerged since the late 90s (Britney, J.Lo, Xtina, Pink, Beyoncé, Shakira, Rihanna, Gaga, Katy, Taylor), only Rihanna would likely score a hit in Europe in 2018. In general, her and Bey are the last girls standing.
Imo, that's in large part due to them going urban at just the right moment. At the height of the EDM craze in 2011, they both started changing their sound (Rih with Man Down
and Raining Men
; Bey with 4
). And although those first attempts weren't really successful, they gradually turned more urban between 2012 and 2015 (Rih with Talk That Talk
, Birthday Cake
, then Pour It Up
and Loveeeeeee Song
, then BBHMM
; Bey with self-titled
, then Flawless Remix
, then Feeling Myself
), before going full urban in 2016 (with Anti
). The rest of the industry followed and the ordinary pop girls started flopping one after another.
Pop Rihanna would flop, too. Pop is dead. She killed it.