In the book I mentioned how Avril Lavigne progressed from
her breakthrough material (“Complicated,” “Sk8ter Boi,” etc.), which owed a lot
to professional songwriters such as the Matrix, to writing her own rather dour
material for the second album, presumably in an attempt to “keep it real.”
One of the problems of publishing a book is that real life
doesn’t stand still--and now Avril has done her best to make the argument
more, er . . . complicated . . . by bouncing back to the opposite extreme
for her next move. “Girlfriend,” her new single, is bubblegum par excellence,
ticking every box of “fakery” it can. Professional songwriting
involvement from pop svengali Dr. Luke, a production that owes more to
Toni Basil’s “Mickey” than any kind of punk or grunge, a chorus recorded in
eight different languages (here’s the Mandarin version) to appeal to the global
audience, and above all an extraordinary confection of crass singalong riffs
and choruses. What the hell is going on?
From reading the Internet chatter, the single seems to have
created some consternation among her fanbase, although it also looks set to be
a massive hit. The video doesn’t help. Avril, previously prone to dressing as an angsty goth-skate
punker, is now in full Valley-Girl mode--a blonde cheerleader, mini-skirted and
leading a heavily choreographed dance routine. She ends up stealing the
boyfriend of a nerdy bookish girl, having subjected her to a series of bullying
indignities. It is quite disconcerting, as though the follow-up to Heathers had
cast Winona Ryder’s previously “wrong side of the tracks” character as the
scheming prom queen bitch. But Avril actually plays all three roles--the
cheerleader, the nerdy redhead, and the brunette who steals the nerd’s
boyfriend--and each of these could be taken to represent stages of her career
path. The message is complex, but we’re still left feeling that present-day
Avril has given the old Avril a beating.
Is the whole thing ironic? Has Avril just decided that
authenticity is a waste of time and she’ll have more fun following up the
bubblegum parts of her career than trying to be worthy and serious? Is it a
great pop song or a farrago of puerile nonsense? Is she selling out, or just
recognising that there was nothing to ‘sell out’ in the first place?
Or am I just taking it all a bit too seriously?
- Hugh