Emma Mae – “What If We Fly”
New artist Emma Mae, a.k.a. Emma Mae Jacob, has been the recipient of a decent promo push for her debut single, the Tia Sillers/Mark Selby penned “What If We Fly,” a song that sounds like it could have been culled from the writers’ “B” catalogs.
And that’s a shame, because I think Mae deserves better than leftovers.
At times, Mae’s vocals are flat-out gorgeous; she nails the song’s powerful, soaring chorus, and I love the fact that there is richness and depth in her voice.
But she struggles to connect with the melodically awkward verses, which call for a controlled, almost breathy delivery…a problem that leaves this track dead in the water.
And Mae is not helped by he fact that, lyrically, “What If We Fly” goes absolutely nowhere. It’s a song full of boring, generalized lines like, “Reasons, we’ve got a million/To start taking chances.” And then there are the usual answers that don’t come easy, dreamers, truest believers, and, of course, letting chains fall to the ground (in order to take to the sky).
Trying to launch a career with mediocre material is one thing; it can be (and has been) done successfully. More than a few times. But trying to launch a career with mediocre material, when that material is not a perfect fit for your artist, is irresponsible. And I think Mae’s label, indie Sassy Angel/New Revolution, made a misstep here in settling on something so blasé as a lead single–because this song makes a potentially compelling artist sound just average.
So as much as I’d like to give Emma Mae a “thumbs up,” I can’t–for the same reason that radio can’t play this song. She may be good, but as a record “What If We Fly” just doesn’t.
Listen: Emma Mae — “What If We Fly”
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19 Comments
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November 15, 2007 at 5:16 pm Permalink
I wish Emma Mae luck as without big label backing her chances of scoring big on Top 40 country radio are almost nill. A recent article in the Nashville Tennessean pointed out the female listeners who make up most of the mainstream country radio listening audience only want to hear female singers as 20 percent of the music broadcast. Its a tough business, and its especially tough for female artists regardless of how talented they may be.
Don’t these record labels know they should only be recruiting new female country artists who have made it to the finals on American Idol? Its the only way to guarantee a sizeable fan base for the artist right out of the chute. I actually expect Miley Cyrus, aka Hannah Montana, to soon become the reigning queen of country radio because of her huge teenybopper fan base of Disney Channel viewers. How pathetic……..
November 15, 2007 at 11:26 pm Permalink
First, I have heard her both sing it live and on her website and I have to say as a middle aged woman, I simply love it. second, the arrangement is beautiful and Emma Mae’s voice is simply lovely..The passion she exudes throughout this piece is amazing for even an older polished singer let alone a 16 yr old …….I have also heard many of the songs she is due to put out with her new CD and she has numerous hits there…..Bravo to her label and to Emma Mae herself for taking a chance and choosing to fly/soar into the music industry, and one more thing I also have seen an interview that Emma gave where she says this song and the video represent her life’s story….maybe there is a very good reason she picked this song and maybe others will see and embrace it and her……
November 16, 2007 at 12:16 pm Permalink
The drums at the beginning remind me of the “Real Men of Genius” commercials.
December 10, 2007 at 3:36 pm Permalink
I heard Ema on WSIX this morning on a segment where they feature new music and have callers rate it. I was blown away as well as the callers responding. The song was given a perfect 10 by everyone. I wish Emma the best in a very competitive market and I will be looking for that first CD.
January 2, 2008 at 4:24 pm Permalink
I wish Emma Mae the best in all things! I have seen her live numerous times and this girl sparkles on stage and draws people to her. I have no doubt she will continue to rise sooner then later and do well in this difficult music industry. Music is natural to Emma Mae and it shows in her performance. I have seen her turn a rocker into her country music fan more then once.
As far as “What If We Fly” lyrics are concerned, it is often better to be more general where more people can relate to the song then it is to specifically spell out each issue which often can lost the person listening if it has not been their specific issue. Can’t say that I agree with the comment on the song lyrics. I do agree it is a difficult song to sing and fortunately Emma Mae does have great strength in her voice to be able to sing it.
Thumbs up from me to Emma Mae!
January 28, 2008 at 9:37 pm Permalink
Emma May,
Congradulations on a job well done! We here in the frigid north were blown away by your soal, sound an beauty. Working with your band was a pleasure, true profesionals! God bless you in your upcomming succsess. We will look forward to seeing you here in the future if we are lucky enough. The reporters are correct you are the real thing, the next big star!!!! (I was the “poor guy who had to keep your sound working with less than perfect equipment if you may not remember) Say hello to the band they were a pleasure to watch and friendly to all! Thank you for your time. I hope your early flight out went well!
Regards,
James M. Brown
jim.brown@recgroup.com
406 494 6351
January 30, 2008 at 2:49 am Permalink
I am one of the guitar players and background vocalists in Emma’s band. I have performed with her countless times and all I can say (and I’m probably partial) is that her live performance is what will sell her records more. The songs on her upcoming album are great and hopefully, will get played a ton in a very competitive radio market, but when people hear her live, they will go buy her album. She has the ability to grab the attention of all who are in her voices reach and that is a sign of a great artist.
January 30, 2008 at 10:40 am Permalink
I don’t agree with this writer! The song has been stuck in my head for days . . . I believe the lyrics are powerful as well as the artist’s voice. I plan to buy this cd, and I have not bought many cds lately.
January 30, 2008 at 11:02 am Permalink
Not impressed some old stuff from Nashvegas. Beyond overproduced and the sound that keeps my radio off mainstream stations.
February 1, 2008 at 4:54 pm Permalink
Thumbs down to Jim Malec. This is a song very beautifully done, so the lyrics are simple but their powerful. Wonder if Jim Malec could belt out a tune as beautiful as hers, doubtful as he cant even handle songs with simple lyrics.
February 1, 2008 at 4:56 pm Permalink
Forgot to mention….this song is being played in Missouri and were loving it!!
February 1, 2008 at 5:03 pm Permalink
Hell no I can’t belt out a tune as beautiful as hers–or anyone else’s! Guess it’s a good thing I’m not trying to be an artist.
February 1, 2008 at 7:00 pm Permalink
Dana Weber — Although Jim Malec might not be able to belt out a tune like Emma Mae Jacob, Its quite likely that Emma Mae couldn’t write a review as insightful as Malec can.
A reviewer’s ability to sing has absolutely nothing to do with the insighfulness of his/her review.
February 1, 2008 at 11:31 pm Permalink
I wouldn’t be so fast to praise Jim’s ability to deliver a great review. I would consider writing a large part of what he does. That said, Jim might want to rethink a sentence like this-
“Trying to launch a career with mediocre material is one thing; it can (and has been)done successfully.”
Remove the dependent clase and you still don’t even have a complete sentence. Seems to me we’ve found two things Jim can’t do well.
February 1, 2008 at 11:33 pm Permalink
clause
February 2, 2008 at 5:48 am Permalink
Nunya–
Thanks for the heads-up. That sentence was missing the word “be”. I’ve fixed it.
February 7, 2008 at 3:33 pm Permalink
I just hear emma mae’s song for the 1st time this a.m. It has been in my head all day. I just
srated listening to country music in the past year and it is because of artists like her that have attracted me. I also see my friends teenage
children listening more to this music also, which I would much rather have than listenng to the garbage on the other stations. Bravo, emma, can’t wait to buy the CD.
May 9, 2008 at 7:55 pm Permalink
WOW! This young woman can sing! Her voice soars, and the words, even if not written by her, become hers. At a time in my life when I am struggling, her songs bring me solace. WOW!
May 9, 2008 at 8:19 pm Permalink
Voice is good, song isn’t.
I was a little weirded out by the “anime” cartoons on her website though.
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