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by Raj Rudolph

OK – I hate to say this, but this music video is a MASSIVE miss creatively.  Aiden isn't in the music video at all and that really is just a shame (ok, he's there but you'll miss him if you blink).  If Sony Music is looking for gritty Shoreditch chic, then yes, they accomplished it.  But not putting your own popstar in the music video for what could be a massive hit is only just diluting your product.

I'm not happy with this one EQs.  I demand a better music than this London Film School angsty mess.  You can still be Aiden GRIMshaw and get your point across.

And besides, with arms like that – who wouldn't want to see that in the music video.

What a waste.  FAIL.  Shame on you Sony. 

I expect better – don't ruin Aiden Grimshaw's career before it's even started.



Raj Rudolph
Founder/Editor-In-Chief

Rajan Rudolph has been an electronic pop music obsessive ever since he heard Madonna's iconic debut album in the 80s. When he couldn't stop playing "Music For The Masses" by Depeche Mode, he instantly knew that electronic and pop music would be his life-long passion. Rajan is a dual citizen of the US and the UK and has lived in London since the summer of 2000. He created EQ Music as a passion project from the ground up having interviewed some of the biggest names in pop like Lady Gaga, Sia, Mika, Kelis, Robyn and every member of the Scissor Sisters. EQ Music is one of the UK's longest running influential pop blogs, regularly hosting showcase nights for emerging and established pop acts in the British capital. Rajan is also a full-time digital tech professional working at Warner Bros. Discovery and has contracted for MTV, Google, Huffington Post, Vogue, GQ and WIRED.