Song title: ‘Pump It’
Artist: The Black Eyed Peas
Featured in Trailer 2 for: “Kung Fu Panda 2” (Opens: 5-27-11)
Amazon.com Bio: In an era of an ever-changing music industry that’s defined by diminishing expectation, where a “successful” career means having one, maybe two hit records; The Black Eyed Peas are a glorious exception. They have become one of the best-selling, most popular and most innovative groups for over a decade. They have transformed themselves from a beloved backpack rap troop from the West Coast Underground into fully-fledged, massive global superstars whose music can be heard in any country around the world.
They’ve done this the right way: creating albums that are more innovative than the last; which has translated into each new album being more popular than the last. And last year, the Black Eyed Peas released their sixth full-length album, The Beginning. The Beginning does not signal a new start for the group, will not provoke talk of a rebirth. In fact, musically, The Beginning taps very much into the dance-club energy perfected on The E.N.D., albeit with a more sophisticated pop and electronic music palette. The Beginning, rather, is a reference to the world at large, right here at this very moment in time – new methods of communicating, new methods of broadcasting are connecting the world in ways never before imaginable. It’s created an exciting time – for making music, for creating – and it’s invigorated the group.
“The Beginning is symbolic of adopting new technologies, such as augmented reality, 3D and 360 video,” explains will.i.am. “It’s also about being experimental, taking songs we’ve liked from the past and playing around with sick, crazy beats. It’s an amazing time to be creative right now and I think people are open to that.” The Beginning is an evolution of that sound, this time harnessing a more seductive electro vibe in addition to big house grooves. The song, ‘The Time (Dirty Bit),’ is the first single from The Beginning, and it features an interpolation of the theme song from the 1987 film, “Dirty Dancing.”
“That song is a celebration of this amazing time in our lives,” says vocalist Fergie. “We’ve been on tour all over the world, and looking out at stadiums full of people who came out to see us — that’s as big as it gets. After the shows, we go out to the clubs and meet the fans; those are moments that we have to remember.” “Plus the fact that we get to experience it with each other,” adds vocalist apl.de.ap, “that’s the best feeling ever.”
The Beginning follows on the heels of 2009’s The E.N.D., BEP’s most popular and most creative album to date – and the album that reaffirmed their singular status as global music icons. The E.N.D sold more than 11 million copies worldwide; it entered the Billboard Top 200 Chart at #1 outperforming their previous cd, Monkey Business– an unheard of feat in this day and age. It yielded 5 Top 10 singles (the first album to do so in 20 years), spent an entire year in the Billboard Top 200 Chart, and earned the group 3 new Grammy Awards, for a total of six Grammy Awards they’ve won. In all, they’ve sold 29 million records worldwide (plus over 30-million digital tracks). They’ve sold over 3-million tickets and headlined over 300 different tour dates in 29 different countries.
“When you have that interaction with the fans (at a live show), there’s no other greater inspiration in the world,” says will.i.am. “You see them rapping the lyrics back to you or dancing to your joints, it’s energizing. And at the after parties, when we DJ, you can experiment with different sounds and see how people react, it’s not a pretentious environment in the clubs and they embrace you with an open mind. It becomes like a laboratory. And so that whole experience of being on tour and that interaction, all of it just drives us to want to make the best and most creative music we can.
It’s how The Black Eyed Peas have achieved that success that is the most rewarding part of their story: through constant innovation. The Peas never follow contemporary trends in music, but rather create their own – soundtracking everyday emotions with new musical styles. They seem to always be one-step ahead of everyone else, but still remain effortlessly accessible to anyone who likes to nod their head. The E.N.D., was a perfect example of that. Invigorated by the energy of the underground club scene, the Peas found a way to mix hip-hop with the rhythms and beats of house, electro and techno music – and turn it into pop music. It’s a sound no one had created before, and quick scan of the dozens of R&B and pop singles on the radio today will reveal just how much of an impact the Peas made on pop music. Simply put, there doesn’t exist another contemporary artist or group who can come close to their sustained success, which has even bled into trailers like “Kung Fu Panda 2” where their song ‘Pump It’ helps set the mood.
The Fergie effect(Excerpts taken from Wikipedia.com): The Black Eyed Peas have always been considered innovators ever since emerging out of the West Coast underground rap scene in the 1990s. In 2002, they welcomed Fergie into the group (for their third album, Elephunk), and it transformed them from beloved backpack rap stalwarts into one of the most popular groups in the world. Stacy Ann Ferguson (born March 27, 1975), better known by her stage name Fergie, is a singer, songwriter, rapper, fashion designer and actress. She was a member of the children’s television series Kids Incorporated, and the girl group Wild Orchid until 2001 before joining The Black Eyed Peas. Able to take her newfound success with the BEP’s, Fergie released her debut album, The Dutchess, in September 2006 to similar success. The Black Eyed Peas enjoyed further success with the release of their third album with Ferguson; they attained their first string of Billboard Hot 100 number one songs. As Ferguson’s five solo singles and six singles with the Black Eyed Peas have reached two million downloads in the United States, Ferguson is the artist with most two-million sellers as of January 2011.
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