Avril Lavigne Tries Out Dubstep, Appropriates Japanese Culture With “Hello Kitty” Video
If Avril Lavigne was looking to stir up controversy for her recent self-titled album, she certainly did it with track “Hello Kitty.”
The video came out on April 21, and almost immediately, critics went after its appropriation of Japanese culture. While the candy-color look certainly alludes to many J-Pop videos, Lavigne takes a page from Gwen Stefani with a series of Japanese backup dancers, all while using Japanese words in the lyrics.
As well, the song is a departure for the singer, known for a pop-punk sound. With husband Chad Kroeger having a hand in both songwriting and production, “Hello Kitty” has more of an electronic, dubstep-influenced character.
In October 2013, however, Lavigne hinted at this, calling the track a sexier turn for her image. At the time, she said: "Obviously it's flirtatious and somewhat sexual, but it's genuinely about my love for Hello Kitty as well! 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. ‘Hello Kitty' was such an interesting topic and subject. It was really exciting for me.”
“Hello Kitty” is on track to be the album’s fourth single, following “Here’s to Never Growing Up,” “Rock n Roll,” and “Let Me Go.” Watch the video below:
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