If you're still lacking in self-confidence/are a social misfit/enjoy dyeing your hair to match your mood/all three of these things then Miss Clarkson is on hand to save your (potentially tragic) day. Previously on the Stronger Album Campaign: Kelly came back after the slight fail of the last one (minus My Life Would Suck Without You) and performed on big TV shows that reminded her of where it all began. First there was a Mr Know It All which some people remarked as sounded a bit like Bruno Mars - Just The Way You Are and it was fun to imagine that it was a response to Mars's vom-inducing lyrics. Her lead single went top five in the UK and top ten in America so it was on to single numero deux - Stronger (What Doesn't Kill You). This song continued on the 'Men are such douchebags/I am an independant woman' train of thought, someone has to fill Beyonce's female empowerment void, and the public rejoiced in it's arcade beeps and easy to perform dance routine which made you like a little like a ninja. Winners all around. Naturally this means single number 3 was approved and we are looking at Dark Side to take this further. Now, Dark Side - what do these two words say to you? Perhaps one thinks of the Pink Floyd album about the moon's dark side with the prism rainbow cover or the dodgy explosion laden Transformers threequel with Rosie Stick-To-Modelling-Ton-Whitely that uses the same name. Perhaps one thinks of superheroes who often end up having to overcome their dark sides. Batman's quite dark. Spiderman had his moment with Venom. It all adds up. They probably don't say to you 'Oooh yes. The new Kelly Clarkson single/video combo. I was totally thinking about that.' Out of the many hundreds of singers out there, original Pop Idol USA winner Kelly is up there with Leona Lewis and One Direction in artists that are least likely to have a ominous, diabolical alter ego. If the last two singles are anything to go by, it may feature a lyric such as 'I saw your dark side, you're dumped' or 'You cheated on me, here comes my clothes-shredding dark side'. To the video and if you had expectations from seeing Clarkson in her black catsuit-esque ensemble then throw them away as there is very little darkness in this video. Set off by Kelly giving herself a comforting hug in a pink sweater (pink being the darkest, most evil colour of them all apparently), a little music box plinks away in the background probably with one of those glass ballerinas twirling around. So far, so not dark. What follows I think is meant to be powerful, emotion-evoking life stories but just comes across as a bunch of slightly downtrodden looking individuals who don't actually appear in any of story flashes we see. The dark side actually seems to be a stiff neck or staring into the distance or giving yourself a forlorn cuddle. http://youtu.be/H5ArpRWcGe0 Kelly's own dark side is symbolised in the aforementioned black catsuit plus her hair has been dyed darker just to round off that impression of darkness. The issue is that's it - what else is there to suggest she has this dark side? The graffitti on the walls? It isn't the most convincing of portrayals despite Kelly's best efforts to convince otherwise. The various shots of bad things vs good things (I'm not sure where the Seagull shot lies on that spectrum) works to an extent but by the end of 3 minutes, it's just cheesy. Speaking of cheesy, I have to mention the whole everyone sad at the beginning/everyone smiling by the end thing because it is cringe-worthy American Infomercial at its best and Kelly giving out the hugs is priceless at the end. Kelly Clarkson Hugs
will cure you of your alms like alcoholism, job loss, eating disorders and bullying! Divorce? Lost a leg? Not a problem for Kelly Clarkson Hugs
! Seriously, get that girl on the NHS and we'd save hundreds of pounds in healthcare. The sentiment is in the lyrics for sure but the visuals lack the conviction it needs to make an impact. For a better example see P!nk's video for Perfect which, although it shows extremes, has more oomph and keeps to one story rather than 7 or 8 half-baked poorly realised stereotypes. The stories themselves don't really show the whole 'dark side' thing that well anyway. Kelly is discussing relationships and accepting a person's flaws but the issues thrown across are badly presented so they end up becoming cliche. Girl wants to be skinny - check. Guy gets bullied - check. Sad child having family issues - check. It's too formulaic to pack any real punch. The song is quite lovely and it's nice that Kelly can show off a more vunerable side after all the bravado of the last two singles but i'm not sold on the video. In terms of single success, Dark Side should fare reasonably well but see a lower chart position than Mr Know It All and Stronger - Stronger, interestingly enough, is very successful in promoting an idea so it's strange how much of a mis-step the Dark Side video is in comparison. Still, we can all take away with us that, when you don't have a Kelly Clarkson Hug
in the pipeline, dyeing your hair dark and giving yourself a cuddle will suffice in the meantime... right?