From the moment Perrie, Jesy, Jade and Leigh-Anne appeared on “The X Factor UK” back in 2011, Little Mix held the entire world under its spell. It was a blissful, easygoing charm that hummed with an empowering brightness. Now, however, the girls have been lured to the dark side by an enchanted book. Their desire to stop being the punchline of the school has seduced the sparkling quartet to follow in the footsteps of the cult classic, “The Craft,” and bring on the “Black Magic!” Gosh, don’t they realize things always turn out badly when you start messing with that stuff?
“Black Magic” is the first single from the band’s upcoming third album. It is a hard-driving powerhouse of unstoppable pop that is destined to dominate the entire summer. The chorus still possesses that infectious, upbeat sparkle that Little Mix is known for, but there is a bit more guts and determination fueling the verses. The anthemic cheers and thundering drums that blossom into the hook make this the perfect song for a tv theme or a montage scene in a summer tween film.
According to the press release, the track was written by “Ed Drewett (Olly Murs, One Direction) and rising UK star Camille Purcell, and produced by hot new Norwegian duo Electric.”
On the visual side of things, the video opens with a foursome of awkward friends pining away for the one guy who is pretty much oblivious to all of them. Desperate for the acceptance of the popular crowd, with the help of a magical book, the girls master the dark arts and return to school looking like pop stars. But instead of using their newfound powers selfishly, these dazzling glitter heroes stand up for the underdogs and transform the school into a much more exciting place.
Director X is responsible for the video. If that ambiguous name sounds familiar, you can also find it credited on videos by Iggy Azalea, Drake, Wiz Khalifa, and Kendrick Lamar.
The path that brought these dynamic young ladies this far has been rather amazing. It started with winning “The X Factor UK,” then progressed to the massive hit “Wings,” before their release of DNA rocked the world with, according to the Little Mix bio, “the highest debut ever in the US Billboard Chart for a British female group's first album. It entered at Number 4 and eclipsed a sixteen-year-old record previously held by the Spice Girls’ Spice album.” In 2013, they released their second album, Salute, which led to their 2014 tour. Now, Little Mix is back. And if this first single is any indication of what is to come, the world’s biggest girl group, might just end up becoming the world’s biggest pop group. Period.
On Saturday, June 6, Little Mix has a concert at Wembley stadium, and the following day they perform at The Royal Albert Hall. For more information on Perrie, Jesy, Jade and Leigh-Anne, visit Little Mix’s website, like their Facebook, and follow them on Instagram and Twitter.