Marketing a ginger bequiffed Swedish popstar is clearly a difficult science because Team Erik Hassle have gone back to the drawing board and come up with a THIRD video for his rather excellent track, 'Hurtful'.
You've got to give credit to Island Records for seeing the song's potential and sticking by it. That said, there's surely going to be a lot of pressure for this single to perform well when it's released next month after all the money that's been pumped into it.
It comes as no major surprise that Brit Award Critics' Choice winner Ellie Goulding has topped the BBC's 'Sound of 2010' poll of music industry gurus in the UK.
Since being alerted to her considerable talents by The Guardian's 'New Band of the Day' writer Ellie Goulding last February, Eimear and I have been devoted fans and it's been fascinating to watch her ascent to the big league.
Until shortly before then, Ellie had been performing folksy songs on her guitar but, after boldly asking Frankmusik via Myspace to produce her songs, she wound up recording 'Wish I Stayed'.
Teaming Ellie's ethereal warbling with shimmering synths and spluttering beats, Frankmusik crafted something quite fresh-sounding that soon had bloggers getting all hot and bothered.
Ellie was still unsigned when Frankmusik introduced her to producer Fin Dow Smith (aka Starsmith) in January 2009 but, within days of meeting, the pair began recording tracks what were to form the basis of her solo album, which was completed earlier this week.
Here's hoping that Ellie copes with the hype and isn't as burdened by the 'Sound of 2010' tag as Little Boots seemed to be by the 'Sound of 2009' one. Her album is due out on the 1st of March but, in the meantime, expect to hear 'Starry Eyed' played A LOT.
Meanwhile, this dubstep remix by the utterly superb Jakwob might just be 2010's answer to Skream's 'Lets Get Ravey' remix of La Roux's 'In For The Kill'. i.e. HUGE
Starsmith, the man responsible for transforming Ellie Goulding from a folksy warbler to an electropop minx, let slip a few weeks ago that he was working on a Lady Gaga remix.
It turns out the track in question was new single 'Bad Romance' and, perhaps as a tribute to all the Lady Gagas wandering the streets over the course of Hallowe'en weekend, he dropped the track last night.
The track is everything you might expect from the pairing: shimmery synths and spluttering beats underpinning Gaga's gargantuan hooks.
The wonderful new Ellie Goulding single, 'Under The Sheets', was given its radio premiere a couple of days ago and has now materialised online in decent quality.
The single is being released by Neon Gold Records and, seemingly, we can expect to see 'Starry Eyed' as her first major-label release. The track was produced by Ellie's partner-in-crime Starsmith and, if you listen closely, you'll hear him on backing vocals.
Almost a year after the initial release of 'Sleepyhead' by Passion Pit, re-interpretations of the track continue to surface.
The latest version comes fromGoldsmith, AKA singer Ellie Goulding and producer Starsmith. Both collectively and individually, the pair have gone from strength to strength since I first fell for their work back in January and their midas touch certainly hasn't failed them on this occasion. This track sees Starsmith making his first appearance on backing vocals and you can hear the results here.
Also great is the version by alt-pop purveyors, The Mummers. This borrows samples from the original track, teaming them with funky brass backing and new lyrics. The lovely Matt from Stay Loose has given me permission to share the track.
Finally, Run Toto Run's mandolin-and-fiddle-driven cover, which I've previously mentioned, remains great. This seems to have gained the band more attention than any of their own great tunes but hopefully they can capitalise on the exposure.
If this pair continue to play their cards right, Goulding could potentially feature alongside Little Boots, Florence and the Machine, Polly Scattergood, Elly Jackson and Marina in the contenders for this year's pop princess crown.
Not content with releasing records for the likes of Marina and the Diamonds and Passion Pit, Neon Gold Records continue to provide some choice recommendations on their blog.
Their latest endorsement is London-based producer Starsmith. I've previously gushed about Ellie Goulding and, in particular, my fondness for her more recent electronica-influenced material. The man responsible for her slick-beat accompaniment is none other than Mr. Starsmith (aka 'Fin'). Neon Gold have kindly posted Ellie and Fin's genius update of Sam Sparro's 'Black and Gold' here. They collaborate under the name Goldsmith (Goulding and Starsmith, geddit?)
Starsmith is working on more tracks with Goulding and has posted some tantalising youtube snippets on his myspace. He's also done a cracking track with Mr. Frankmusik, called 'Miss Jeckyll and Hyde', which is certainly worth a spin.
It seems there's a slightly brilliant electropop scene a-brewing over in London.
Marketing a ginger bequiffed Swedish popstar is clearly a difficult science because Team Erik Hassle have gone back to the drawing board and come up with a THIRD video for his rather excellent track, 'Hurtful'.
