Ciara Readies 'Work'

So, Christmas has come early for Ciara, it seems. Jive must really believe in this project because despite disappointing sales for a album coming off a top-ten Billboard-chart hit, she has been given 'go-ahead' to release a third 'official' single. 'Work (ft. Missy Elliot)' will be lifted from the Fantasy Ride set at some point in the near future and per her twitter she is in rehearsals for the video.

What do I think of this? Well, I think it's a bold move. The first bold move of the whole project really. The song is DEFINITELY not what one is used to hearing on the radio and so it will most certainly elicit SOME sort of response from listeners. Whether that response is favorable or not is the key question here, however. It seems the general public is pretty well split in terms of opinions about this song. No doubt this joint will have clubs ablaze but is it mainstream enough to be the crossover hit that Ciara so desperately needs? We are a long way from 2005, when the Missy Elliot assisted '1,2 Step' ascended to number 2 on the Billboard charts. Will both of these artists with career's on life-support be able to recapture their lost spotlight with this song?

Well, in my opinion, no. I really think that 'Turntables' was the smarter move here. The wild beat in 'Work' and its clear aim at a voguing audience could be a turn off to the general public. The only way that I truly see this song succeeding is with a killer music video. If Ciara is able to make a watchable video with innovative dances mixed with simple, memorable and reproduceable choreography, I think this song will be able to make it to the mainstream. Some high-audience broadcasts of live performances (ie) BET awards/MTV awards, both upcoming) could definitely help this song get off the ground and the shine it needs.

She is really going to have to work (no pun intended) like a dog to even get people to consider listening to her again, and she's going to have to be fully committed to this cause before we witness any turnaround in album or singles sales. "Work" the promo trail, Ci Ci!

So, what do YOU think?