Turn It Up (Brandy song)

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"Turn It Up"
Brandyturnitup.jpg
"Turn It Up" cover
Song by Brandy from the album Afrodisiac
Released 2003
Format Digital download, 12"
Recorded 2003, Criteria Hit Factory, Miami, Florida
Genre
Length 4:12
Label Atlantic
Writer
Producer Timbaland

"Turn It Up" is a song recorded by American singer Brandy Norwood, taken from her fourth studio album, Afrodisiac (2004). It was written by Timbaland along with protégé Walter Millsap III and Candice Nelson, while production was helmed by the former. The song was recorded at the Criteria Hit Factory and mixed by Jimmy Douglass in Miami, Florida. An uptempo R&B song, which also contains elements of rap, bounce music, and old school hip hop, the track serves as musical tribute to the early 1990s. Built on a pounding drum pattern and Timbaland's beatboxing, in "Turn It Up", Norwood expresses her desire to collaborate with the producer on a nostalgic club banger to assume her position atop the game.

"Turn It Up" was generally well received by contemporary music critics who highlighted Timbaland's production and the song's energetic nature. The first song that Nelson and her team wrote from the Afrodisiac sessions, it also was the first song from the project which be leaked prior to the album's official release in June 2004. Released as a buzz track in promotion of the upcoming album, it received an only-on-vinyl release in fall 2003.[1] Although the song was not released commercially, it appeared on several charts, reaching number two on the German Black Charts.[2]

Background[edit]

"Turn It Up" was produced by Timbaland, and written by the latter, frequent co-producer Walter Millsap III and Candice Nelson. The song is an homage to the early 1990s with references to Donnie Simpson's Video Soul, Kid n' Play, their 1990 film House Party and Tony! Toni! Toné!'s 1996 studio album House of Music.[3] The line "'Cause I don't wanna sound familiar, want a guaranteed single, not an album filler" levels indirect criticism at former main producer Rodney Jerkins.[4]

Critical reception[edit]

Terry Sawyers from PopMatters commented that with "Turn It Up" Norwoood "doesn’t completely drop the club thumpers, laying down “Turn It Up”, with drums that trip over themselves and alternate their pace while Brandy breathing in to keep the pace bumping." He added that while "Brandy’s voice isn’t exactly a barn burner, it’s not mentioned enough that she does more than enough with what she’s got. She never leaves her voice hanging in spotlit scarcity."[5] David Browne of Entertainment Weekly declared that track a "superior dance number", which "should have Janet Jackson second-guessing her last album."[6]Stylus Magazine's Josh Love called the song "one of the album’s best and brightest cuts" on Afrodisiac. He remarked that it "finds Brandy waxing nostalgic for Kid 'N Play's House Party, of all things."[7]

Kitty Empire, writing for The Observer, wrote that "Turn It Up" was "a surefire party tune that hangs on a thoroughly ridiculous hook: Timbaland singing 'Noo noo noo'."[8] Keya Modessa of The Situation wrote that "perhaps the only track, which seems little out of place, is "Turn It Up" and that is only because it’s slightly more energetic than the rest of the album."[9] Slant Magazine's Sal Cinquemani ranked "Turn It Up" along with "Afrodisiac" and "Should I Go" as album highlights on Afrodisiac.[10]

Track listings[edit]

Credits and personnel[edit]

Credits are taken from Afrodisiac liner notes.[13]

Charts[edit]

Chart (2003) Peak
position
German Black Charts[2] 2
German Black Year-End Chart[2] 22

References[edit]

  1. ^ "Brandy Teases New Album with Vinyl". Channel 94. 941qzk.com. Archived from the original on 2007-11-07. Retrieved 2007-07-21. 
  2. ^ a b c "Jahrscharts 2004". MTV.de. Archived from the original on 2007-09-30. Retrieved 2007-09-01. 
  3. ^ Jones, Steve (2004-07-15). "An Afrodisiac toast to Brandy". USA Today. Retrieved 2007-01-18. 
  4. ^ Sedgewick, Augustin (2003-06-03). "Brandy Splits With Husband". Rolling Stone. Retrieved 2008-10-16. 
  5. ^ Sawyer, Terry (2004-09-17). "Brandy: Afrodisiac". PopMatters. Retrieved 2010-03-06. 
  6. ^ Browne, David (2004-07-05). "Afrodisiac Review". Entertainment Weekly. EW.com. Retrieved 2011-07-11. 
  7. ^ Love, Josh (2004-07-29). "Brandy – Afrodisiac – Review". Stylus Magazine. Retrieved 2010-03-06. 
  8. ^ Empire, Kitty (2004-06-27). "The Bees, Free the Bees". The Observer. Retrieved 2013-12-28. 
  9. ^ Modessa, Keya (2004-06-28). "Reviews: Brandy: Afrodisiac". [[The Situation (webazine)|]]. TheSituation.co.uk. Retrieved 2011-07-11. 
  10. ^ Cinquemani, Sal (2004-06-28). "Afrodisiac review". Slant. Archived from the original on 13 February 2010. Retrieved 2010-03-06. 
  11. ^ "Brandy (2)– Turn It Up I". Discogs. Retrieved 2013-02-09. 
  12. ^ "Brandy (2)– Turn It Up II". Discogs. Retrieved 2013-02-09. 
  13. ^ Afrodisiac (Media notes). Atlantic Records. 2004. 

External links[edit]