The pop instinct of Emma, who returns to scratch with “ugly story”
The Squid Game who never had winners, but only won, was held intelligently out of that race to the massacre of summer catchphrases. Yet the song had it: the clues on the text of “Bad history” had begun to disseminate them here and there on social media already in July. But Emma decided to take her time, which is rare in today’s discography. He waited for the right time to return and only when he understood that this was the right time, he decided to do it.
“Bad story” comes two years after the release of “Souvenir”, the latest studio album of the Salento pop star. She who at a certain point had humility, and if you also want the need, after crossing several eras of the Italian discography (she also told it with the shows in the buildings of last year: between climbs and falls she waited for the wheel to go back to shooting “because from the bottom you can go back”), to try to experiment with different paths from his, by flirting now with the indie, now with the rap, now with the trap, field, pop. That of “bad history” is described in the press release that accompanies the release of the song as “contemporary pop”. But what does it mean exactly “contemporary pop”? What is “contemporary” in today’s Italian pop? Perhaps that of Olly and Jvli, the golden duo, indeed, of platinum, which has contributed to bringing pop to the head of the rankings, inaugurating a new cycle after the domain of rap and trap. Not a plastic pop, but a well-made pop, “organic and substance”, to mention the words of the same Genoese singer-songwriter of “Balorda nostalgia”, which appears among the co-authors of “bad history” together with the inseparable JVli (which has also produced the piece: it is heard in the guitar with the chorus and a little of Delay à la Vasco), to Emma itself.
They put melody and images there (“It would be fine here, between the door and the stairs / or like a year ago, in the boiler room / after a rain in a motorbike / from Milan to a forest”. She puts the interpretation of pop star in sailed which she is, getting out with actress as an actress in the figure of this woman who consumes a cigarette behind the other waiting for him to return. She, who seems to have a special light around.
