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"'''Hello Kitty'''" is a song by [[Canadian]] singer-songwriter [[Avril Lavigne]], released as a single only in [[Japan]] from her self-titled fifth studio album ''[[Avril Lavigne (album)|Avril Lavigne]]'' (2013). It was written by Lavigne, [[Chad Kroeger]], [[David Hodges]] and [[Martin Johnson (musician)|Martin Johnson]], while the song was produced by Kroeger and Hodges, with additional production by Brandon Paddock and Kyle Moorman.
"'''Hello Kitty'''" is a song by [[Canadian]] singer-songwriter [[Avril Lavigne]], released as a single only in [[Japan]] from her self-titled fifth studio album ''[[Avril Lavigne (album)|Avril Lavigne]]'' (2013). It was written by Lavigne, [[Chad Kroeger]], [[David Hodges]] and [[Martin Johnson (musician)|Martin Johnson]], while the song was produced by Kroeger and Hodges, with additional production by Brandon Paddock and Kyle Moorman.


Musically, "Hello Kitty" is a [[technopop]] song, featuring a [[dubstep]]-influenced drop. The song was influenced by her obsession with all things related to the Japanese brand [[Hello Kitty]], also having sexual content. The song received mixed to negative reviews from music critics, who criticized its sound and called it immature.
Musically, "Hello Kitty" is a [[technopop]] song, with [[electronic]] beats,<!--The song HAS eletronic beats, as confirmed by Lavigne herself and Digital Spy, DO NOT REMOVE. --> also featuring a [[dubstep]]-influenced drop. The song was influenced by her obsession with all things related to the Japanese brand [[Hello Kitty]], also having sexual content. The song received mixed to negative reviews from music critics, who criticized its sound and called it immature, while a few named it playful.


Lavigne shot a music video for the track in [[Japan]] and released it on 21 April 2014. It was met with negative reviews by critics, with ''Billboard'' labelling it "abhorrent" and "lazy". The video's depiction of Japanese culture was accused of being racist, however Lavigne denied these allegations. Due to the video's popularity, the song charted at number 75 on the [[Billboard Hot 100|''Billboard'' Hot 100]] chart, becoming the second highest charting song from the album.
Lavigne shot a music video for the track in [[Japan]] and released it on 21 April 2014. It was met with negative reviews by critics, with ''Billboard'' labelling it "abhorrent" and "lazy". The video's depiction of Japanese culture was accused of being racist, however Lavigne denied these allegations. Due to the video's popularity, the song charted at number 75 on the [[Billboard Hot 100|''Billboard'' Hot 100]] chart, becoming the second highest charting song from the album.
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== Critical reception ==
== Critical reception ==
While labelling it "weird", Nick Catucci from ''[[Entertainment Weekly]]'' called it "a [[dubstep]] track that seems to acknowledge its own tokenism by adopting a 'J-Pop American Funtime Now!' sheen."<ref name="ew">{{cite web|last=Catucci|first=Nick |url=http://music-mix.ew.com/2013/10/29/avril-lavigne-2013-album-review/ |title=Avril Lavigne's new self-titled album, streaming today: Read EW's review &#124; The Music Mix &#124; EW.com |publisher=[[Entertainment Weekly]]|date=29 October 2013 |accessdate=6 November 2013}}</ref> Despite praising her "techno-pop" influence, Jason Lipshutz of ''[[Billboard (magazine)|Billboard]]'' felt that "it's a bold stab at a genre outside of Lavigne's oeuvre, but it never comes together. By the 20th time 'Hello Kitty, you're so pretty' is declared, the listener's attention is already on the next track."<ref name="billboard">{{cite web|url=http://www.billboard.com/articles/review/5778179/avril-lavigne-avril-lavigne-track-by-track-review|title=Avril Lavigne, &#039;Avril Lavigne&#039;: Track-By-Track Review &#124; Billboard|publisher=[[Billboard (magazine)|Billboard]]|accessdate=10 February 2014}}</ref> [[Stephen Thomas Erlewine]] of ''[[Allmusic]]'' wrote that the song "bypasses bubblegum so it can settle into the embarrassing".<ref name="allmusic">{{cite web|url=http://www.allmusic.com/album/avril-lavigne-mw0002569351|title=Avril Lavigne - Avril Lavigne &#124; Songs, Reviews, Credits, Awards &#124; AllMusic|publisher=[[AllMusic]]|accessdate=10 February 2014}}</ref> While reviewing and stating that most of the album was "soggy", Chuck Eddy from ''[[Rolling Stone]]'' felt that "Hello Kitty" was the most playful song on the album and called it "[[J-pop]]-via-[[Kesha]]".<ref>{{cite web|author= |url=http://www.rollingstone.com/music/albumreviews/avril-lavigne-20131118 |title='Avril Lavigne' Album Review &#124; Album Reviews |publisher=Rolling Stone |date=18 November 2013 |accessdate=20 February 2014}}</ref> Robert Corpsey from [[Digital Spy]] was favorable, writing that "the juddering electro-pop beats of 'Hello Kitty' serve as an ode to her you-know-what as well as her sizeable Japanese fanbase. As a curveball, it works brilliantly; but as an attempt to make her sound current in today's EDM-pop dominated charts, it falls considerably short."<ref>{{cite web|url=http://www.digitalspy.co.uk/music/review/a527313/avril-lavigne-avril-lavigne-album-review-heres-to-never-growing-up.html |title=Avril Lavigne: 'Avril Lavigne' album review - Here's to never growing up? - Music Review |publisher=Digital Spy |date= |accessdate=20 February 2014}}</ref>
The song received mostly mixed to negative reviews from [[Music journalism|music critics]]. While labelling it "weird", Nick Catucci from ''[[Entertainment Weekly]]'' called it "a [[dubstep]] track that seems to acknowledge its own tokenism by adopting a 'J-Pop American Funtime Now!' sheen."<ref name="ew">{{cite web|last=Catucci|first=Nick |url=http://music-mix.ew.com/2013/10/29/avril-lavigne-2013-album-review/ |title=Avril Lavigne's new self-titled album, streaming today: Read EW's review &#124; The Music Mix &#124; EW.com |publisher=[[Entertainment Weekly]]|date=29 October 2013 |accessdate=6 November 2013}}</ref> Despite praising her "techno-pop" influence, Jason Lipshutz of ''[[Billboard (magazine)|Billboard]]'' felt that "it's a bold stab at a genre outside of Lavigne's oeuvre, but it never comes together. By the 20th time 'Hello Kitty, you're so pretty' is declared, the listener's attention is already on the next track."<ref name="billboard">{{cite web|url=http://www.billboard.com/articles/review/5778179/avril-lavigne-avril-lavigne-track-by-track-review|title=Avril Lavigne, &#039;Avril Lavigne&#039;: Track-By-Track Review &#124; Billboard|publisher=[[Billboard (magazine)|Billboard]]|accessdate=10 February 2014}}</ref> [[Stephen Thomas Erlewine]] of ''[[Allmusic]]'' wrote that the song "bypasses bubblegum so it can settle into the embarrassing".<ref name="allmusic">{{cite web|url=http://www.allmusic.com/album/avril-lavigne-mw0002569351|title=Avril Lavigne - Avril Lavigne &#124; Songs, Reviews, Credits, Awards &#124; AllMusic|publisher=[[AllMusic]]|accessdate=10 February 2014}}</ref> While reviewing and stating that most of the album was "soggy", Chuck Eddy from ''[[Rolling Stone]]'' felt that "Hello Kitty" was the most playful song on the album and called it "[[J-pop]]-via-[[Kesha]]".<ref>{{cite web|author= |url=http://www.rollingstone.com/music/albumreviews/avril-lavigne-20131118 |title='Avril Lavigne' Album Review &#124; Album Reviews |publisher=Rolling Stone |date=18 November 2013 |accessdate=20 February 2014}}</ref> Robert Corpsey from [[Digital Spy]] was favorable, writing that "the juddering electro-pop beats of 'Hello Kitty' serve as an ode to her you-know-what as well as her sizeable Japanese fanbase. As a curveball, it works brilliantly; but as an attempt to make her sound current in today's EDM-pop dominated charts, it falls considerably short."<ref>{{cite web|url=http://www.digitalspy.co.uk/music/review/a527313/avril-lavigne-avril-lavigne-album-review-heres-to-never-growing-up.html |title=Avril Lavigne: 'Avril Lavigne' album review - Here's to never growing up? - Music Review |publisher=Digital Spy |date= |accessdate=20 February 2014}}</ref>


Craig Manning of ''AbsolutePunk'' called it "the biggest leap of faith," describing it as "a trippy patchwork of EDM and pop that pays loving tribute to Lavigne’s sizable Japanese following."<ref name="ap">{{cite web|url=http://www.absolutepunk.net/showthread.php?t=3530351 |title=Avril Lavigne - Avril Lavigne - Album Review |publisher=[[Absolute Punk]]|date=1 November 2013 |accessdate=20 February 2014}}</ref> Bradley Stern of ''[[MuuMuse]]'' named it "an off-the-walls EDM-infused stomper, where Lavigne conjures [[Gwen Stefani]]'s bouncy, Japanese-minded ''[[Love. Angel. Music. Baby]]''."<ref>{{cite web|url=http://www.muumuse.com/2013/11/avril-lavigne-avril-lavigne-album-review.html/ |title=Avril Lavigne, ‘Avril Lavigne’ (Album Review) |publisher=[[MuuMuse]]|date= |accessdate=20 February 2014}}</ref> Laurence Green from [[MusicOMH]] called it a "trashy EDM moment; laced with snatches of Japanese lingo," pointing out that it "feels like a weird misstep more suited to a [[Britney Spears]] album than the predominately rock-centric sounds present on the rest of the record."<ref name="musicomh">{{cite web|url=http://www.musicomh.com/reviews/albums/avril-lavigne-avril-lavigne|title=Avril Lavigne &#8211; Avril Lavigne &#124; Album Reviews &#124; musicOMH|publisher=[[musicOMH]]|accessdate=10 February 2014}}</ref> A reviewer from [[Sputnikmusic]] remarked that "Hello Kitty" is "laughably bad" and "insipid", and criticized Lavigne's attempt at trying to draw in a younger crowd.<ref name="sputnikmusic">{{cite web|url=http://www.sputnikmusic.com/review/59653/Avril-Lavigne-Avril-Lavigne/|title=Avril Lavigne - Avril Lavigne (album review ) &#124; Sputnikmusic|publisher=sputnikmusic.com|accessdate=10 February 2014}}</ref> ''[[The Michigan Daily]]'' gave the song a negative review, referring to it as an "obligatory 2013-dubstep mess created for the sole purpose of attempting to follow a trend."<ref>{{cite web|url=http://www.michigandaily.com/arts/11avril-lavigne-avril-lavigne-album-review05|title='Avril Lavigne' is not enough fun, just complicated|accessdate=20 February 2014|author=Hicks, Gregory|work=[[Michigan Daily]]|date=5 November 2013}}</ref>
Craig Manning of ''AbsolutePunk'' called it "the biggest leap of faith," describing it as "a trippy patchwork of EDM and pop that pays loving tribute to Lavigne’s sizable Japanese following."<ref name="ap">{{cite web|url=http://www.absolutepunk.net/showthread.php?t=3530351 |title=Avril Lavigne - Avril Lavigne - Album Review |publisher=[[Absolute Punk]]|date=1 November 2013 |accessdate=20 February 2014}}</ref> Bradley Stern of ''[[MuuMuse]]'' named it "an off-the-walls EDM-infused stomper, where Lavigne conjures [[Gwen Stefani]]'s bouncy, Japanese-minded ''[[Love. Angel. Music. Baby]]''."<ref>{{cite web|url=http://www.muumuse.com/2013/11/avril-lavigne-avril-lavigne-album-review.html/ |title=Avril Lavigne, ‘Avril Lavigne’ (Album Review) |publisher=[[MuuMuse]]|date= |accessdate=20 February 2014}}</ref> Laurence Green from [[MusicOMH]] called it a "trashy EDM moment; laced with snatches of Japanese lingo," pointing out that it "feels like a weird misstep more suited to a [[Britney Spears]] album than the predominately rock-centric sounds present on the rest of the record."<ref name="musicomh">{{cite web|url=http://www.musicomh.com/reviews/albums/avril-lavigne-avril-lavigne|title=Avril Lavigne &#8211; Avril Lavigne &#124; Album Reviews &#124; musicOMH|publisher=[[musicOMH]]|accessdate=10 February 2014}}</ref> A reviewer from [[Sputnikmusic]] remarked that "Hello Kitty" is "laughably bad" and "insipid", and criticized Lavigne's attempt at trying to draw in a younger crowd.<ref name="sputnikmusic">{{cite web|url=http://www.sputnikmusic.com/review/59653/Avril-Lavigne-Avril-Lavigne/|title=Avril Lavigne - Avril Lavigne (album review ) &#124; Sputnikmusic|publisher=sputnikmusic.com|accessdate=10 February 2014}}</ref> ''[[The Michigan Daily]]'' gave the song a negative review, referring to it as an "obligatory 2013-dubstep mess created for the sole purpose of attempting to follow a trend."<ref>{{cite web|url=http://www.michigandaily.com/arts/11avril-lavigne-avril-lavigne-album-review05|title='Avril Lavigne' is not enough fun, just complicated|accessdate=20 February 2014|author=Hicks, Gregory|work=[[Michigan Daily]]|date=5 November 2013}}</ref>


==Release and chart performance==
==Release and chart performance==
On 27 February 2014, Lavigne revealed on her [[Twitter]] page that she would be releasing two singles in two different territories.<ref>{{cite news|title=Twitter: "@avril_bandaids: @AvrilLavigne @UnitedForAvril: YES! Can you give us a hint??" 2 different ones in two different territories|url=https://twitter.com/AvrilLavigne/statuses/439108803754487808|accessdate=29 April 2014|newspaper=[[Twitter]]|date=27 February 2014}}</ref> Later, she revealed that "Hello Kitty" was going to be released in [[Asia]].<ref>{{cite news|title="@avrilbandaidsIT: @AvrilLavigne @avril_bandaids @UnitedForAvril One of them is gonna be Hello Kitty in Asia! Right?" Yes !|url=https://twitter.com/AvrilLavigne/statuses/439109385043070976|accessdate=29 April 2014|newspaper=[[Twitter]]|date=27 February 2014}}</ref> "Hello Kitty" debuted at number 84 on the [[Gaon Singles Chart]] and at number 70 on Download International Chart with 4,038 copies sold in its first week.<ref name="gaon">{{cite web|url=http://gaonchart.co.kr/digital_chart/download.php?nationGbn=E&current_week=46&current_year=2013&chart_Time=week |title=GAON DOWNLOAD CHART &#124; gaon music chart |publisher=Gaonchart.co.kr |date= |accessdate=20 February 2014}}</ref> It also debuted at number 75 on the [[Billboard Hot 100|''Billboard'' Hot 100]], due to the popularity of the video.<ref name=chart/>
On 27 February 2014, Lavigne revealed on her [[Twitter]] page that she would be releasing two singles in two different territories.<ref>{{cite news|title=Twitter: "@avril_bandaids: @AvrilLavigne @UnitedForAvril: YES! Can you give us a hint??" 2 different ones in two different territories|url=https://twitter.com/AvrilLavigne/statuses/439108803754487808|accessdate=29 April 2014|newspaper=[[Twitter]]|date=27 February 2014}}</ref> Later, she revealed that "Hello Kitty" was going to be released in [[Asia]].<ref>{{cite news|title="@avrilbandaidsIT: @AvrilLavigne @avril_bandaids @UnitedForAvril One of them is gonna be Hello Kitty in Asia! Right?" Yes !|url=https://twitter.com/AvrilLavigne/statuses/439109385043070976|accessdate=29 April 2014|newspaper=[[Twitter]]|date=27 February 2014}}</ref> "Hello Kitty" debuted at number 84 on the [[Gaon Singles Chart]] and at number 70 on Download International Chart with 4,038 copies sold in its first week.<ref name="gaon">{{cite web|url=http://gaonchart.co.kr/digital_chart/download.php?nationGbn=E&current_week=46&current_year=2013&chart_Time=week |title=GAON DOWNLOAD CHART &#124; gaon music chart |publisher=Gaonchart.co.kr |date= |accessdate=20 February 2014}}</ref> It also debuted at number 75 on the [[Billboard Hot 100|''Billboard'' Hot 100]], due to the popularity of the video, where 73 of the 92 percent of its chart points were attributed to [[Vevo]] on [[YouTube] views, according to [[Nielsen BDS]].<ref name=billboardchart>{{cite news|last=Gruger|first=William|title=Avril Lavigne's 'Hello Kitty' Claws Onto Hot 100 Chart|url=http://www.billboard.com/articles/news/6077162/avril-lavigne-hello-kitty-hot-100-music-video-controversy?utm_source=twitter|accessdate=5 May 2014|newspaper=[[Billboard (magazine){{!}}Billboard]]|date=1 May 2014}}</ref> It became her second-highest charted song from her self-titled album; "[[Here's to Never Growing Up]]," peaked at number 20 in June. It also became her highest debut on [[Streaming Songs]] to date, as the track debuted at number 14 (besting "Here's to Never Growing Up," which opened at number 26 in May following its official video debut). The song also surges to 5,000 downloads sold in the tracking week ending Sunday, April 27, up from a negligible amount the week before, according to [[Nielsen SoundScan]].<ref name=billboardchart/>


==Music video==
==Music video==
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The video was heavily criticized by critics. Jason Lipshut of ''Billboard'' wrote that the video is "even more abhorrent than the song," Even acknowledging that the album's previous videos were excellent, he pointed out that the video "tries to do nothing. Its laziness is demonstrated in the first 21 seconds, during which Lavigne holds a plush stack of cupcakes, shakes her hips, stares at the cupcakes, bounces her shoulders, and then, when she sings the line "Someone chuck a cupcake at me"… tosses the fake cupcakes at the camera, her lip movement not matching up to the backing track whatsoever."<ref name=billboardavril/> Alexa Camp of ''[[Slant Magazine]]'' called it "truly eyebrow-raising, taking cultural mis-appropriation to cringe-inducing levels."<ref name=slantvideo/> ''[[The Independent]]'' suggested that 'Hello Kitty' "will make your eyes and ears bleed", while ''[[Jezebel (website)|Jezebel]]'' wrote: "It looks like what would happen if someone scraped off the diseased underbelly of American pop culture from 2004-2010 and sprinkled it generously over a festering pile of garbage."<ref name=dscritic/>
The video was heavily criticized by critics. Jason Lipshut of ''Billboard'' wrote that the video is "even more abhorrent than the song," Even acknowledging that the album's previous videos were excellent, he pointed out that the video "tries to do nothing. Its laziness is demonstrated in the first 21 seconds, during which Lavigne holds a plush stack of cupcakes, shakes her hips, stares at the cupcakes, bounces her shoulders, and then, when she sings the line "Someone chuck a cupcake at me"… tosses the fake cupcakes at the camera, her lip movement not matching up to the backing track whatsoever."<ref name=billboardavril/> Alexa Camp of ''[[Slant Magazine]]'' called it "truly eyebrow-raising, taking cultural mis-appropriation to cringe-inducing levels."<ref name=slantvideo/> ''[[The Independent]]'' suggested that 'Hello Kitty' "will make your eyes and ears bleed", while ''[[Jezebel (website)|Jezebel]]'' wrote: "It looks like what would happen if someone scraped off the diseased underbelly of American pop culture from 2004-2010 and sprinkled it generously over a festering pile of garbage."<ref name=dscritic/>


Its depiction of Japanese culture was met with widespread criticism, which has included suggestions of racism,<ref name=dscritic>{{cite news|last=Davidson|first=Amy|title=Avril Lavigne defends 'Hello Kitty' video: "RACIST??? LOLOLOL!!!"|url=http://www.digitalspy.co.uk/music/news/a566369/avril-lavigne-defends-hello-kitty-video-racist-lololol.html#~oCNxeIHh88N1r2|accessdate=29 April 2014|newspaper=[[Digital Spy]]|date=24 April 2014}}</ref> with Lavigne stating: "I love Japanese culture and I spend half of my time in Japan. I flew to Tokyo to shoot this video...specifically for my Japanese fans, WITH my Japanese label, Japanese choreographers AND a Japanese director IN Japan."<ref>{{cite web|url=http://uk.eonline.com/news/535177/avril-lavigne-laughs-off-racist-backlash-over-hello-kitty-music-video-i-love-japanese-culture |title=Avril Lavigne Laughs Off Racist Backlash Over Hello Kitty Music Video: I Love Japanese Culture &#124; E! Online UK |publisher=[[E! Online]] |date= |accessdate=2014-04-27}}</ref>
Its depiction of Japanese culture was met with widespread criticism, which has included suggestions of racism,<ref name=dscritic>{{cite news|last=Davidson|first=Amy|title=Avril Lavigne defends 'Hello Kitty' video: "RACIST??? LOLOLOL!!!"|url=http://www.digitalspy.co.uk/music/news/a566369/avril-lavigne-defends-hello-kitty-video-racist-lololol.html#~oCNxeIHh88N1r2|accessdate=29 April 2014|newspaper=[[Digital Spy]]|date=24 April 2014}}</ref> with Lavigne stating: "I love Japanese culture and I spend half of my time in Japan. I flew to Tokyo to shoot this video...specifically for my Japanese fans, WITH my Japanese label, Japanese choreographers AND a Japanese director IN Japan."<ref>{{cite web|url=http://uk.eonline.com/news/535177/avril-lavigne-laughs-off-racist-backlash-over-hello-kitty-music-video-i-love-japanese-culture |title=Avril Lavigne Laughs Off Racist Backlash Over Hello Kitty Music Video: I Love Japanese Culture &#124; E! Online UK |publisher=[[E! Online]] |date= |accessdate=2014-04-27}}</ref> Hiro Ugaya, a Tokyo-based journalist and media commentator, commented about the video: "I assume that images of cultures outside of one's own in mass media are always different from the reality," he says, acknowledging that pop culture will reduce anything to a digestible pap. "When you're trying to reach the majority of consumers, images tend to be lowest common dominator." Nobuyuki Hayashi, a well-known Tokyo-based tech and social media expert, concurs. "Searches in the Japanese Twittersphere and blogsphere show that most of the reactions were favorable," he says, adding, "The people who are blaming the artist for racism are non-Japanese … but most Japanese people are not taking it that seriously."<ref>{{cite news|last=Schwartz|first=Rob|title=Avril Lavigne's 'Hello Kitty' Video Gets 'Favorable' Reactions in Japan|url=http://www.billboard.com/articles/columns/pop-shop/6077421/avril-lavigne-hello-kitty-video-japan-reaction-tokyo|accessdate=5 May 2014|newspaper=[[Billboard (magazine){{!}}Billboard]]|date=2 May 2014}}</ref>


==Personnel==
==Personnel==

Revision as of 14:37, 5 May 2014

"Hello Kitty"
Song

"Hello Kitty" is a song by Canadian singer-songwriter Avril Lavigne, released as a single only in Japan from her self-titled fifth studio album Avril Lavigne (2013). It was written by Lavigne, Chad Kroeger, David Hodges and Martin Johnson, while the song was produced by Kroeger and Hodges, with additional production by Brandon Paddock and Kyle Moorman.

Musically, "Hello Kitty" is a technopop song, with electronic beats, also featuring a dubstep-influenced drop. The song was influenced by her obsession with all things related to the Japanese brand Hello Kitty, also having sexual content. The song received mixed to negative reviews from music critics, who criticized its sound and called it immature, while a few named it playful.

Lavigne shot a music video for the track in Japan and released it on 21 April 2014. It was met with negative reviews by critics, with Billboard labelling it "abhorrent" and "lazy". The video's depiction of Japanese culture was accused of being racist, however Lavigne denied these allegations. Due to the video's popularity, the song charted at number 75 on the Billboard Hot 100 chart, becoming the second highest charting song from the album.

Background and composition

Three months after the release of Goodbye Lullaby, Lavigne announced that work on her fifth studio album had already begun, having eight songs written. Lavigne stated that the album would musically be the opposite of Goodbye Lullaby, with a release date rumoured for sometime in 2012. Lavigne explained, "Goodbye Lullaby was more mellow, [but] the next one will be pop and more fun again. I already have a song that I know is going to be a single, I just need to re-record it!."[3] In an interview, Lavigne said about her collaboration with Kroeger: "I have a song called [Hello Kitty], which I wrote about [Hello Kitty] because I'm obsessed, and it's a really fun thing that I've never done before. It kind of has a kind of glitchy, electronic feel to it and it's... the only one on the record that sounds like that. It's really different and a lot of my friends I've played it for really like it. I'm having a lot of fun with that one."[4]

"Hello Kitty" was written by Lavigne, Chad Kroeger, David Hodges and Martin Johnson, while the song was produced by Kroeger, Hodges and additional production by Brandon Paddock and Kyle Moorman.[5] The song was engineered by John Hanes, musical mixed by Serban Ghenea and additional programming was held by Paddick and Moorman.[5] Lyrically, Lavigne told Digital Spy, "'Hello Kitty' was such an interesting topic and subject [...] It was really exciting for me. I didn't want it to sound like anything I'd done before. I wanted it to sound over the top so I ended up hiring a new producer to help me with it." She was later asked about the double meaning abut the song, to which she responded "Obviously it's flirtatious and somewhat sexual, but it's genuinely about my love for Hello Kitty as well."[6] Additionally, she said at MuchMusic Awards, "It's really fun [and] it's about a slumber party and loving the kitty."[7]

Critical reception

The song received mostly mixed to negative reviews from music critics. While labelling it "weird", Nick Catucci from Entertainment Weekly called it "a dubstep track that seems to acknowledge its own tokenism by adopting a 'J-Pop American Funtime Now!' sheen."[1] Despite praising her "techno-pop" influence, Jason Lipshutz of Billboard felt that "it's a bold stab at a genre outside of Lavigne's oeuvre, but it never comes together. By the 20th time 'Hello Kitty, you're so pretty' is declared, the listener's attention is already on the next track."[2] Stephen Thomas Erlewine of Allmusic wrote that the song "bypasses bubblegum so it can settle into the embarrassing".[8] While reviewing and stating that most of the album was "soggy", Chuck Eddy from Rolling Stone felt that "Hello Kitty" was the most playful song on the album and called it "J-pop-via-Kesha".[9] Robert Corpsey from Digital Spy was favorable, writing that "the juddering electro-pop beats of 'Hello Kitty' serve as an ode to her you-know-what as well as her sizeable Japanese fanbase. As a curveball, it works brilliantly; but as an attempt to make her sound current in today's EDM-pop dominated charts, it falls considerably short."[10]

Craig Manning of AbsolutePunk called it "the biggest leap of faith," describing it as "a trippy patchwork of EDM and pop that pays loving tribute to Lavigne’s sizable Japanese following."[11] Bradley Stern of MuuMuse named it "an off-the-walls EDM-infused stomper, where Lavigne conjures Gwen Stefani's bouncy, Japanese-minded Love. Angel. Music. Baby."[12] Laurence Green from MusicOMH called it a "trashy EDM moment; laced with snatches of Japanese lingo," pointing out that it "feels like a weird misstep more suited to a Britney Spears album than the predominately rock-centric sounds present on the rest of the record."[13] A reviewer from Sputnikmusic remarked that "Hello Kitty" is "laughably bad" and "insipid", and criticized Lavigne's attempt at trying to draw in a younger crowd.[14] The Michigan Daily gave the song a negative review, referring to it as an "obligatory 2013-dubstep mess created for the sole purpose of attempting to follow a trend."[15]

Release and chart performance

On 27 February 2014, Lavigne revealed on her Twitter page that she would be releasing two singles in two different territories.[16] Later, she revealed that "Hello Kitty" was going to be released in Asia.[17] "Hello Kitty" debuted at number 84 on the Gaon Singles Chart and at number 70 on Download International Chart with 4,038 copies sold in its first week.[18] It also debuted at number 75 on the Billboard Hot 100, due to the popularity of the video, where 73 of the 92 percent of its chart points were attributed to Vevo on [[YouTube] views, according to Nielsen BDS.[19] It became her second-highest charted song from her self-titled album; "Here's to Never Growing Up," peaked at number 20 in June. It also became her highest debut on Streaming Songs to date, as the track debuted at number 14 (besting "Here's to Never Growing Up," which opened at number 26 in May following its official video debut). The song also surges to 5,000 downloads sold in the tracking week ending Sunday, April 27, up from a negligible amount the week before, according to Nielsen SoundScan.[19]

Music video

The music video for "Hello Kitty" was filmed in Tokyo, Japan[20] and premiered on Lavigne's official website on 21 April 2014.[21] It was removed from her YouTube channel[22] amid criticism that it was culturally insensitive and lacked energy.[23][24] Although an official spokesperson stated that the song's video was never officially released and was stated to go live that Wednesday[25] It was reuploaded to her official VEVO/YouTube channel on 23 April.[26]

Synopsis

The majority of the "Hello Kitty" music video finds Avril Lavigne parading around with four identical Asian women behind her, performing dance moves, in locales like a bedroom, a candy store and a street. The video also shows Lavigne playing guitar, wearing glasses, eating sushi, waving at admirers and taking a single photograph,[23] wearing gloves that are paired with pastel hair extensions and a pink tutu covered in three-dimensional cupcakes.[27]

Reception and criticism

The video was heavily criticized by critics. Jason Lipshut of Billboard wrote that the video is "even more abhorrent than the song," Even acknowledging that the album's previous videos were excellent, he pointed out that the video "tries to do nothing. Its laziness is demonstrated in the first 21 seconds, during which Lavigne holds a plush stack of cupcakes, shakes her hips, stares at the cupcakes, bounces her shoulders, and then, when she sings the line "Someone chuck a cupcake at me"… tosses the fake cupcakes at the camera, her lip movement not matching up to the backing track whatsoever."[23] Alexa Camp of Slant Magazine called it "truly eyebrow-raising, taking cultural mis-appropriation to cringe-inducing levels."[27] The Independent suggested that 'Hello Kitty' "will make your eyes and ears bleed", while Jezebel wrote: "It looks like what would happen if someone scraped off the diseased underbelly of American pop culture from 2004-2010 and sprinkled it generously over a festering pile of garbage."[28]

Its depiction of Japanese culture was met with widespread criticism, which has included suggestions of racism,[28] with Lavigne stating: "I love Japanese culture and I spend half of my time in Japan. I flew to Tokyo to shoot this video...specifically for my Japanese fans, WITH my Japanese label, Japanese choreographers AND a Japanese director IN Japan."[29] Hiro Ugaya, a Tokyo-based journalist and media commentator, commented about the video: "I assume that images of cultures outside of one's own in mass media are always different from the reality," he says, acknowledging that pop culture will reduce anything to a digestible pap. "When you're trying to reach the majority of consumers, images tend to be lowest common dominator." Nobuyuki Hayashi, a well-known Tokyo-based tech and social media expert, concurs. "Searches in the Japanese Twittersphere and blogsphere show that most of the reactions were favorable," he says, adding, "The people who are blaming the artist for racism are non-Japanese … but most Japanese people are not taking it that seriously."[30]

Personnel

  • Written by Avril Lavigne, Chad Kroeger, David Hodges, Martin Johnson
  • Electric guitar by Martin Johnson
  • Engineered by John Hanes
  • Mixed by Serban Ghenea
  • Produced by Martin Johnson
  • Additional production and programming by Brandon Paddock, Kyle Moorman
  • Additional vocal production by Chad Kroeger, David Hodges
  • Recorded by Brandon Paddock, Kyle Moorman, Martin Johnson

Adapted from the liner notes of Avril Lavigne (2013).[5]

Charts

Chart (2013-2014) Peak
position
South Korean International Downloads Chart[18] 84
US Billboard Hot 100[31] 75

References

  1. ^ a b Catucci, Nick (29 October 2013). "Avril Lavigne's new self-titled album, streaming today: Read EW's review | The Music Mix | EW.com". Entertainment Weekly. Retrieved 6 November 2013.
  2. ^ a b "Avril Lavigne, 'Avril Lavigne': Track-By-Track Review | Billboard". Billboard. Retrieved 10 February 2014.
  3. ^ "Avril Lavigne announces third single off Goodbye Lullaby". ShuffleMe. 9 July 2011. Retrieved 17 October 2011.
  4. ^ "Avril Lavigne dishes on collabs with Marilyn Manson and Chad Kroeger". 4music. 10 May 2013. Retrieved 25 April 2014.
  5. ^ a b c Avril Lavigne Album notes (2013).
  6. ^ "Avril Lavigne talks "sexual" new album track 'Hello Kitty' - Music News - Digital Spy". digitalspy.co.uk. Retrieved 10 February 2014.
  7. ^ Stanisci, Grace (17 June 2013). "Avril Lavigne dishes on her new song 'Hello Kitty' at the MuchMusic Video Awards | Sound Check - Yahoo Music". Ca.music.yahoo.com. Retrieved 20 February 2014.
  8. ^ "Avril Lavigne - Avril Lavigne | Songs, Reviews, Credits, Awards | AllMusic". AllMusic. Retrieved 10 February 2014.
  9. ^ "'Avril Lavigne' Album Review | Album Reviews". Rolling Stone. 18 November 2013. Retrieved 20 February 2014.
  10. ^ "Avril Lavigne: 'Avril Lavigne' album review - Here's to never growing up? - Music Review". Digital Spy. Retrieved 20 February 2014.
  11. ^ "Avril Lavigne - Avril Lavigne - Album Review". Absolute Punk. 1 November 2013. Retrieved 20 February 2014.
  12. ^ "Avril Lavigne, 'Avril Lavigne' (Album Review)". MuuMuse. Retrieved 20 February 2014.
  13. ^ "Avril Lavigne – Avril Lavigne | Album Reviews | musicOMH". musicOMH. Retrieved 10 February 2014.
  14. ^ "Avril Lavigne - Avril Lavigne (album review ) | Sputnikmusic". sputnikmusic.com. Retrieved 10 February 2014.
  15. ^ Hicks, Gregory (5 November 2013). "'Avril Lavigne' is not enough fun, just complicated". Michigan Daily. Retrieved 20 February 2014.
  16. ^ "Twitter: "@avril_bandaids: @AvrilLavigne @UnitedForAvril: YES! Can you give us a hint??" 2 different ones in two different territories". Twitter. 27 February 2014. Retrieved 29 April 2014.
  17. ^ ""@avrilbandaidsIT: @AvrilLavigne @avril_bandaids @UnitedForAvril One of them is gonna be Hello Kitty in Asia! Right?" Yes !". Twitter. 27 February 2014. Retrieved 29 April 2014.
  18. ^ a b "GAON DOWNLOAD CHART | gaon music chart". Gaonchart.co.kr. Retrieved 20 February 2014.
  19. ^ a b Gruger, William (1 May 2014). "Avril Lavigne's 'Hello Kitty' Claws Onto Hot 100 Chart". Billboard. Retrieved 5 May 2014.
  20. ^ "Is Avril Lavigne's next single "Hello Kitty"?". iHeart Radio. 19 March 2014. Retrieved 29 April 2014.
  21. ^ "Hello Kitty Video | The Official Avril Lavigne Site". Avrillavigne.com. Retrieved 27 April 2014.
  22. ^ "Avril Lavigne's Hello Kitty video pulled amid criticism". CBC News. 23 April 2014. Retrieved 24 April 2014.
  23. ^ a b c Lipshutz, Jason. "Avril Lavigne 'Hello Kitty' Video Is An Embarrassment In Any Language". Billboard. Prometheus Global Media. Retrieved 24 April 2014.
  24. ^ Daw, Robbie. "Avril Lavigne's "Hello Kitty" Video Is Probably The Worst Thing You'll Watch All Week". Idolator. Spin Media. Retrieved 24 April 2014.
  25. ^ Kaufman, Gil. "Was Avril Lavigne's 'Hello Kitty' Video Yanked From YouTube?". Retrieved 24 April 2014.
  26. ^ "Avril Lavigne - Hello Kitty". YouTube. 23 April 2014. Retrieved 27 April 2014.
  27. ^ a b Camp, Alexa (22 April 2014). "Music Video Review: Avril Lavigne, "Hello Kitty"". Slant Magazine. Retrieved 1 May 2014.
  28. ^ a b Davidson, Amy (24 April 2014). "Avril Lavigne defends 'Hello Kitty' video: "RACIST??? LOLOLOL!!!"". Digital Spy. Retrieved 29 April 2014.
  29. ^ "Avril Lavigne Laughs Off Racist Backlash Over Hello Kitty Music Video: I Love Japanese Culture | E! Online UK". E! Online. Retrieved 27 April 2014.
  30. ^ Schwartz, Rob (2 May 2014). "Avril Lavigne's 'Hello Kitty' Video Gets 'Favorable' Reactions in Japan". Billboard. Retrieved 5 May 2014.
  31. ^ "Avril Lavigne Chart History (Hot 100)". Billboard.
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