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We don't know what Ashanti or her record label were thinking when they decided to use a fake news ad and a bloody "Gotchagram" site to promote her album. The viral marketing campaign failed and the website was pulled down by the record label after protests. Click here or on the image below to watch the controversial video on the Jezebel website.
Hoping to bring some notoriety to her new single and video “The Way That I Love You,”
the marketing geniuses behind the former Murder Inc. princess have
posted a fake news clip alleging that the music video (about a woman
who gets revenge on a deceitful boyfriend by killing him) has inspired
a rash of copycat crimes. Things get weird and uncomfortable when
police at the fake crime scene find a blood-splattered message on the
wall that reads “Black children will die.” The police name the main
suspect in the crime “Commercial Hip Hop,” and “Commercial Hip Hop”
wants to kill black children because they are “playing me like a fool.”
What any of this has to do with the actual Ashanti video is beyond us, and the whole experience could not possibly make people more willing to invest in Ashanti’s new album The Declaration. source
But the blood-splattered video
for her single "The Way That I Love You," and a related e-card that
features fake news reports about a crime spree allegedly inspired by
the revenge-minded clip, sparked a protest on Tuesday (June 10) in Los
Angeles that called for the promotional stunt to be taken down.
The music video for the song implies that a spurned lover,
played by Ashanti, exacts revenge on her cheating boyfriend by stabbing
him to death, and the clip features images of blood-spattered walls,
images that are repeated in an e-card promotion linked to from the
official Ashanti homepage.
Visitors to the controversial site
are greeted by a fake news headline from the UCN, the Universal Crime
Network, which reports that, "police are investigating a recent wave of
violence in New Jersey. The police commissioner has hinted that there
may be a tie between the recent attacks and the music video for
Universal/Motown recording artist Ashanti's single 'The Way That I Love
A fake news story on the site ends with the warning that police
fear the prime suspect in the alleged string of killings, Victoria
Jackson, "may be planning to open a big can of whoop-ass. Authorities
have already expressed apprehension at the pending release of Ashanti's
album, The Declaration, on June 3rd, fearful that the power of the album will lead to more violence. Only time will tell."
Less than 30 seconds after the site loads, a large knife,
dripping with blood, carves out a box at the top of the page, and a
menu pops up that lets users send a "Gotchagram" e-card/video to a
friend or enemy. After putting in your name, the name of your friend
and their "crime," a menu titled "Your Victim's Crime" drops down with
such options as "sleeping around," "suspected sleeping around,"
"playing you like a fool" and "breaking your heart." The next drop-down
menu, for "Weapon of Choice," features options such as "boot," "knife,"
"can," "sledgehammer," "rolling pin" and "guillotine." A glamorous shot
of Ashanti in a tight gold mini-dress accompanies the "Gotchagram" box.
Once the information is input, users can click on a box to the
left that launches a customized UCN news report featuring their
information, including the victim's name splattered in blood on a wall,
the weapon of choice, the sender's name in a fake newspaper headline
and a reference to their home state. The clip ends with a plug for the
album and a cartoonish voice reading the caveat, "Ashanti and Universal
Music Group do not encourage or condone violence of any kind. This is
for parody purposes only." source
Ashanti has been promoting her new album "The Declaration". She showed there was no bad blood between her and Ja Rule since she left Murder Inc.. The pair reunited to perform her hit songs on Good Morning America.
Ashanti opened the GMA show with her new song "The Way That I Love You" .
Ashanti has finally returned to reclaim her throne after four long years out of the spotlight since her last major label release "Concrete Rose." After a few failed buzz singles (the Nelly-featured “Switch,” and “Hey Baby (After the Club)” she has been stirring up interest withher smash hit-single "The Way That I Love You." While Ashanti fans are so ready for this album, "The Declaration," we're
gonna let you know if you should add her fourth solo project to your
Imagine the pressure on the R&B princess. She has got a lot to prove 'cause this is the first work she has put out where she has creative control. That means no direction from mentor/producer Irv Gotti, no collaborations with Ja Rule or regular in-house producers down with The Inc. so we weren't sure what to expect.
We love that really works with what she has while asserting her own identity. This is especially the case when she hooks up with the producer
L.T. Hutton. He's the mastermind behind the single "The Way That I Love You" where Ashanti shines and is at her best. He also produced "Struggle" and "You're Gonna Miss" which are very catchy tunes. Even the beat of the slow jam "Girlfriend" knocks,
which is a plus. We're really feeling these songs 'casue they fit Ashanti's style so well. This is her zone and where she sounds best. She comes off as sensual and confident which is a winning combination for the young diva in the making.
The singer seems very comfortable with being totally in charge of her career. We really the song "Body On Me" where she collaborates with Akon & Nelly. It's a cool song. Your man Akon did his thing both as a producer and artist on this jam. However, the chemistry sparks weren't flying between Ashanti and her boo, Nelly, like we thought they'd be.
The other guest appearance is Robin Thicke on "Things You Make Me Do" and this song is really nice. We're really feelin' this one 'cause it's something a little different coming from Ashanti. The two artists sound good together on this track 'cause their voices compliment and balance each other out. We've gotta give credit where it's due to the production team of Channel 7, Keith Ross and Chad Beatz who are responsible for this joint. We love the tone of this one where Ashanti owns her sound of a seductive-siren who's in control of what she says and how she says it.
We're also diggin' the Rodney "Darkchild" Jerkins produced "Over You"
that's a breakup anthem that celebrates the single life and moving on.
Some other songs we like the lyrics to are the heartfelt, inspirational
"Shine" (Prod. Peter Stengaard) and "Mother" (Prod. Baby Face| Anthony M) because they're very uplifting ballads.
She switches to bad girl with ease on "Good Good" (Prod. Jermaine Dupree) which is a cute, flirty track where she confidently boasts about her sex appeal. This song will get your head boppin' and body rockin' for sure. You'll wanna put this feel good tune that says summer time and club scene on blast!
"In These Streets" (Prod. Neff-U) is a-ight.
While we understand what Ashanti was attempting to do on the title track "Declaration," which was meant to be a strong finish for the album, we felt that this Channel 7 produced track seemed a bit too strong for her voice leaving her to compete with the music instead of becoming one with it.
Ashanti does just fine on her own but fails to shine as bright as we know she
can. One thing we noticed is that while Ashanti's sound and
songwriting have improved, she doesn't break new ground by trying to do
anything she hasn't done before. Overall, we believe she made good
track selections and had chemistry with the producers she worked with
but didn't take risks. Hopefully, she will on her next album now that
she has proven to the world that she can do it on her own.
All in all, we believe that Ashanti shows great potential for emerging from a princess to a higher level of hip hop/R&B royalty as a top notch diva by making a few changes. It's a
matter of teaming up with the right Producers/Songwriters and Vocal
Coaches that will push her to the next level and draw out emotions from
deep within so she delivers rich, deep, soulful music. The songs on this album scratch the surface but they fall short emotionally. Hookin' up with high-caliber cats like Bryan-Michael Cox, NeYo & The Dream would do the trick.
Ashanti's "The Declaration" is a really good album with plenty of solid songs to choose from that you can relate to. We were rockin' to it and it's worth copin'. So, if you're in the mood for love and the disappointments of heartache from a position of strength set to up-tempo beats that bump then this album is for you.
Ashanti talks to Angie Martinez on Hot 97 about her new album Murder Inc., Irv Gotti and Ja Rule. Irv Gotti caused alot of gossip after he put Ashanti on blast with DJ Wendy WIlliams on Hot 97. Check out a promo pic for Ashanti's new album. photo source
They insinuated that Irv and Ashanti had a relationship, and Irv
didn't deny it. So, Irv never came out and said he had sex with
Ashanti; but he never denied the accusations, also he talks about
Ashanti's leaving his label Murder Inc.