Besides a few Calvin Harris collaborations and film soundtrack contributions, including the impeccable "Love Me Like You Do" for Fifty Shades of Grey, UK songstress Ellie Goulding has not impacted U.S. radio with an official album single since late 2013. Gearing up for the November release of third studio album Delirium, Goulding has finally shared the lead offering, "On My Mind", following numerous topless snippets and teasers.
"On My Mind" immediately stands out for a few reasons. While Goulding has always been applauded for her unique and "indie"-like releases, the current single does not shy away from a straightforward, in-your-face, electro-pop sound that encompasses the listener before the hook rolls around. The Max Martin-produced effort uses Goulding's delicate vocals to cause evident distinction from the uptempo, radio-tailored backing beat.
With solid offerings in terms of vocal performance and production, the new single excels for the honest yet somehow still mysterious songwriting where the artist sings of being distract by unexpected feelings towards a supposed one-night stand. "Next thing that I know I'm in a hotel with you, you were talking deep like it was mad love to you, you wanted my heart but I just liked your tattoos," Goulding sings, a dig to a presumed former lover.
Goulding recently stated she wanted to make a big pop album, and the recently released "On My Mind" easily supports that enticing statement. The single does bare some similarities to past work, I personally hear "Burn" at some points, but it also pushes the artist down a different musical path, with hopes to continue to expand her current audience. Some may call it selling out, others will say it's playing smart.
With enough modern, trendy aspects mixed in with a fresh pop perspective and infectious production, "On My Mind" seems destined to reach the top regions of the charts. The song is intriguing, features a solid vocal performances and does a great job at building buzz for an upcoming album. Goulding fans thought they knew the artist, but she just gave them something to cause confusion, for better or for worse.
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