Qream: Pharrell Williams would like to put something (it's not a song) in your mouth
(It happens; you're shit-hot, at the top of everybody's want-list -- and then all of a sudden, you're not anymore. Just ask Timbaland.)
When that happened -- when the Neptunes were reduced to punters, when N.E.R.D. discs weren't events anymore, when -- Williams' abject corniness became his ace-in-the-hole. That corniness sold Ice Cream sneakers. That corniness sold MTV reality specials about Williams. That corniness sold Bathing Ape duds. That corniness endeared Williams to the producers of Despicable Me, of all things, to Uffie's management, even.
Now Williams is marketing a fucking cream liqueur. Yup. You heard me.
Gimme Noise would like to go on record as being in support of cream liqueur, which is delicious and has few champions in the celebrity sphere, though it's arguable that Williams lacks the pop-culture clout at this point to preempt references to Henny and Patrón and rosé with references to Qream.
Gimme Noise would also like to state that there's nothing wrong with artists doing whatever they have to do to keep earning/make that cheddar in a time when writing whatever the 2012 equivalent of "Billie Jean" amounts to isn't enough to reimburse whatever corporate entity's bankrolling your deal for studio time, catering, tour costs, et al. Gimme Noise is a realist at heart.
But Gimme Noise -- bear with us, we is a little jaded with the chart-aiming music business of late -- has also kind of fucking had it with high-stakes trend setters giving up on being high-stakes trend setters. So many people seem to be content with fading into the shadows of Hollywood, taking on producers' roles and going to auditions and hosting anarchic cable television shows when, really, they should be focused on writing more of the paradigm-upending songs that are going to destroy some 10-year old's notion of what a hit radio single should be.
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