Label executives are always on the prowl to find artists with the right combination of marketability and talent as they strive to score a hit in this plummeting music industry. The good people at Roc Nation are certainly no different and they struck gold with this week’s Burning Up artist, Rita Ora.
Born in Kosovo and raised in London, Ora has become a favourite among Tumblr fans who are captivated by her exotic appeal. However, she is surely more than just a pretty face and unlike many of her peers, this 21-year old can actually sing.
Listen to Ora’s debut single ‘How We Do (Party)’ below:
There is no question that Ora is the most visually marketable artist to hit the music scene since Rihanna. In fact, she has such an ambiguous look that it would be easy for her to be accepted by both the MTV and BET audience. Yet, there is a glaring issue that cannot be overlooked.
‘How We Do’ barely demonstrates a third of Ora’s ability and I sense that Jay-Z is eager to recapture the same spark that he achieved with Rihanna and failed to recreate with Willow Smith. Yes, Ora needs a Pop hit for her to crack the US market and it would be jarring for shallow consumers to hear someone with her looks singing Adele-styled Adult Contemporary ballads but she has the potential to be greater.
Watch Ora perform an acoustic version of OutKast’s ‘Hey Ya!’ below: