Dua Lipa’s Goal “Is To Change Pop Culture”
Dua Lipa‘s team have spoken about the ambitions for the singer’s upcoming album in a new interview with Music Week.
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President of Warner Records, Joe Kentish, spoke about his initial reaction to Dua’s latest hit, Houdini, “It stood out a mile, and it was very long, it very much presented itself as a dance track. It sat between multiple genres, it had you immediately scratching your head as to what exactly it was, which is quite a fun experience to have when you’re listening to music from an artist like Dua who’s been searching so long for a different type of sound. I was immediately intrigued and excited.”
Kentish went on to talk about how Dua has taken risks with her material, “When you have an artist who has such a huge platform and still wants to be different and use that platform to get people to listen to music. So, you’re right, with some projects that would be scary. But now we’re confident and we’ve had success with records that sound slightly odd the first time you hear them, so now we actively search for those records. Dua’s extremely ambitious about the level of success she wants. But we think that her path to get there is not necessarily the obvious one, we think what sets her apart is by making great pop music that’s also a little bit challenging.”
Warner MD Alex Burford emphasised the scale of ambition around the star’s upcoming third album, “We want to have huge culturally important moments in that time, in the same way Future Nostalgia defined a particular time and became a really important album. The goal is not to have success in any one week, the goal is to change pop culture.”