Keith Urban - Once In A Lifetime Video

Send "Once In A Lifetime" ringtone to your cell

"Once In A Lifetime" Video Review

Just a few months after marrying a certain popular movie star, Keith Urban has released as his new single a paean to marriage and devotion, addressed to a very special "you." I'd be remiss not to point that out. That context, for better or worse, colors every note of this song, from its saccharine lyrics to its conservative arrangement to its overdramatic melody.

Real-life romance has inspired some winners in the past ("Ring of Fire", for example). Yet on "Once in a Lifetime", the opportunity to appeal to fans who might not have heard of Urban before he showed up on that beach with Nicole means the song wears its countryness like clip-on earrings. The most notable part of "Lifetime", besides that obvious Coldplay-baiting chorus, is its corny heartbeat-rhythm drums; you love with your heart, in case you forgot. So maybe the song's intentionally bland: Maybe Urban's shooting for the lowest common denominator to attract the widest audience. But bland here means colossally forgettable, even for that someone somewhere who likes the song as a love letter to Urban's new bride. Everyone's much better off just watching To Die For.

--Stephen M. Deusner

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