When I first heard ‘PrimeTime’ at Janelle’s album preview in London this summer, I wasn’t instantly grabbed. Something didn’t feel right. But since the release of The Electric Lady and within the context of the album – I’ve grown to enjoy it (it’s still not my favourite song on the album though). Featuring R&B’s rising prince Miguel, the strength of ‘PrimeTime’ is in the way that it feels like a good ol’ fashioned crossover duet – the kind that died out time ago. It also mark one of Monae’s safest songs to date, especially considering the exploratory heights of her early EP’s and debut album. Disappointingly though the video falls victim to the tracks traditionalism and offers almost nothing exciting or new, an unfortunate notion which reminds me of my initial thoughts of the song.
The song is a great radio coup and hopefully serves it’s purpose well – the world needs to catch on to this lady, I just hope it doesn’t come at too high a price.