Far East Movement’s strategy is simple and almost unchanging: find a featured artist, either as a big get like Justin Bieber or Pitbull or as a favor to up-and-comeing artists (or artists looking to break into a new demographic) like Kay or Bill of Tokio Hotel. Assemble lots of these collaborations on one album, and release lots of them to varying degrees of singledom. Hope one of these seeds takes root, the way “Like a G6″ and its up-and-comer Dev did.
This album cycle (i.e. Dirty Bass, which has been out since May[!]), the closest they’ve come to a hit is Bieber collaboration “Live My Life,” but the track wasn’t great and its success was modes, not even cracking the U.S. top 20. “Turn Up the Love” is their attempt to do better in the U.K.; it’s an alternately perky and clubby dance track that features the pop/R&B, amorphously Rihanna-like group Cover Drive, which has yet to have a standout song but which shows up in the U.K. charts from time to time. It’s enough of a single to get a video, which is set at the sort of street fair / block party / garage sale that seems to exist everywhere in music video-land. Watch it below.
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