Monday, February 24, 2014

Gina Chavez Has Been Uprooted

Gina Chavez's album, Uprooted, is a result of the inevitable Targetization of Latin music. What do I mean by that? Well, the record is a quirky, diverse, and the perfect soundtrack to an inevitable fashion campaign for the big box retailer. It's loaded with commercial appeal but has just enough weirdness to give you a few goosebumps (just look at the cover).

Spanglish in nature and diverse in it's approach, Chavez uses her voice and an array of arrangements to make Uprooted an interesting album. From folk to easy listening, Latin to crunchy pop Chavez does it all and does it relatively well. While set up for campaign optimization, Chavez is a unique enough artist to let her songs stand up for themselves and they hold up pretty well.

If you love quirkiness with a bit of global edge then Gina Chavez is like Target giving you a shopping spree. She's a diverse singer songwriter that's creative in her songcraft and it allows her songs to be both catchy and unique while on the verge of being hugely commercial. It's that combination that lifts her out of the dull and boring category of girl with a guitar and makes her ready for success...retail or otherwise.

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