Pharrell Williams has been talking up Gwen Stefani's third studio album for months on end and hadn't given us so much as a 30 second clip to go off of. But we finally get to hear one of the fruits of his work with the never ageing star. "Spark the fire" is not blazing. It's more like a blast of warm air. It is complete and utter nonsense, as most of Gwen Stefani's singles tend to be. But I like that Pharrell gave her some old skool Neptunes shit and something that he would normally give a rapper; which was probably his intention given Gwen's flow on the song.
The emoji ridden, Takashi Murakami-esque video gave me a headache (I must be getting old). This whole heavily animated vibe seems to be a thing Gwen is stuck on at the moment. Gwen always ties her music to what she is doing within fashion, and with her Spring 2015 L.A.M.B clothing collection being focused on bold colours and prints, naturally this has translated into the visuals for her music. That and product placement. 30 seconds of the "Baby don't lie" video was a Puma commercial and a solid minute of "Spark the fire" was flogging a Fiat car and a Hewlett Packard printer.
Gwen looks great thought. Her and Pharrell do not age for shit. When you're earning 6 figure pay cheques, of course you can afford security to keep Father time from laying a smackdown on you. But I'm convinced that either Gwen and Pharrell's parents are Vampires or they both have an Ocarina of time. Although Pharrell needs to stop with the eyeliner and mascara and leave that shit for Gwen. Yes playa, I noticed.