If theres one thing Fleur East can always deliver, its an empowering anthemic number.
After recovering from her stint on Im A Celebrity… Get Me Out Of Here last month, the 31-year-old has returned to the pop scene with a sizzling new single, Favourite Thing, which honours her African heritage in sight and sound.
The catchy track is a perfect fusion of trendy Afrobeats and pop, and is complimented beautifully by stunning visuals which embody Fleurs strong character and pay tribute to her familys roots in Ghana.
Flanked by a diverse army of female dancers, Fleur and her crew get in formation to don chunky jewellery, feathers, animal print, and head scarves, the latter of which is the singers favourite aspect of the videos colourful wardrobe.
Although Fleur is known for her thick bountiful curls, giving herself and the dancers licence to rock traditional head scarves speaks volumes much louder than her famous hair.
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Celebrating the fashion choice, Fleur told Metro.co.uk: That for me was so powerful because, particularly with females in pop, you have to be sexy and show a lot of skin whereas in this video, weve got our hair tucked away.
Its quite regal in a way. But for me thats still sexy. It was really fun to play around with different looks and experiment.
With its tinge of Afrobeats, Favourite Thing is a slight change in direction from Fleurs ubiquitous debut single, Sax, although both share the same loud, infectious clashing of sounds.
Musing on her new single, Fleur said: I didnt really think about it when I got into the studio. It just happened organically and when I heard the finished song, I thought, “this is perfect”. This is what people need to hear so they can get to know me as a person and my roots through this song.
Its more connected to me and my identity whereas Sax was like an extension of me. It was such a huge song, it almost became its own entity, it was like a beast on its own outside of me whereas this song is more connected to me as an artist.
Fleur is thrilled that Afrobeats has finally broken out into the mainstream market after years of the genre being uncool.
The former X Factor singer somewhat credits Ed Sheeran for giving Afrobeats even more commercial appeal with his hit single, Shape Of You, and Fuse ODG collaboration on which he speaks the Ghanaian dialect of Twi.
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Fleur recalled: Thats when I thought “OK, weve really and truly crossed over now, this is exciting”.
Yep, Edll do it.
Fans can expect Fleurs second album later in 2019 and it promises to be even more experimental than her 2015 debut, Love, Sax and Flashbacks.
The popstar has also recorded a new ballad but dont expect any heartbreak numbers a la Adele.
Fleur revealed: I wrote a ballad just before I went into the jungle and its really slow and different to what people have heard me do. I think thats really cool because I think Ive matured a lot in my songwriting.
I always write from a positive point of view, so even when I have written about heartbreak, its always with a positive spin.
On my last album, theres a track called Tears Will Dry, and its about a break-up but its saying I will move on. Its not like I cant live without you – for me personally, I wouldnt like to write from that point of view.
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The TV star adds: I think people have seen more of my character now and know that I always try to be positive and look for the silver lining so Id always try to write it from an empowering point of view. Everythings a lesson and there are no regrets.
Fleur Easts new single Favourite Thing is available to stream and download now.
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MORE: Im A Celebrity: Fleur Easts cousin says her resilience after depression is biggest asset
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