Little Mix wasn't the only girl group to drop a new music video, Fifth Harmony has also done so too. Although I much prefer "Power" over "Down" any day of the week, nonetheless this is definitely growing on me. This is their first release as a four-piece group after Camila Cabello left to pursue a solo career. The song is apparently a transitional single as we should expect a new style with their new album, although I really believe this song leaves so much more to be desired. I was hoping big things from these girls, especially after all the versions of their songs without Camila Cabello's voice, but this one single just didn't live up to the expectations I had. Watch Fifth Harmony perform in a motel parking lot alongside Gucci Mane in this music video for "Down", which is the first single to be cut from their upcoming third studio album.
Fifth Harmony are a four-piece girl group consisting of Normani Kordei, Lauren Jauregui, Ally Brooke, and Dinah Jane Hansen. They were formed as a five-piece on The X Factor (US), coming third overall; they have gone on to become the most successful contestant from all three shows of the series. After two albums, Camila Cabello left the group to pursue a solo career, leaving many fans worried the girls would split; instead, it made them stronger and they all manage to take the spotlight in this new song and music video. They have also kept their name, regardless of the fact that there is now four members instead of five. I'm hoping they manage to prove that they still can continue as a four-piece. The featured artist is Gucci Mane, real name Radric Davis. He is an American hip-hop artist, mostly known for the featured collaboration on Rae Stremmurd's song "Black Beatles". He has 10 studio albums behind him and has definitely been a slight force in the American hip-hop music industry; his longevity proves that you can make it if you don't give up. The song is a surprising collaboration, but it works perfectly for the summer; I'm totally ready to get down in an open-air club to this song! "Down" was written by Joshua Coleman, Radric Davis, Dallas Koehlke, and Jude Demorest.
Directed by James Larese, the music video sees the girls arrive at a motel and walk up the stairs to their respective rooms all whilst Gucci Mane introduces the song. This is the entire location of the music video and it seems like it has not been a high budget and it seems really simple; but as usual, the girls a fierce and bring it completely.
There's full-on choreography in the parking lot; nothing new for these four girls. They nail everything in-sync and it's completely polished. However, they don't look like they're having fun, more like they're just doing their job. This is something we keep seeing from these girls and we want something much more expressive from them. It may be the dance sequence that they've been given to perform.
As for Gucci Mane, he doesn't really take the spotlight fully because the girls tease us whilst being in a pool or hot tub. He's slightly memorable as he is on the steps or against the wall, and because he switches the song down; but, it just comes off a bit lacklustre.
Overall, this music video and the song doesn't work. We expected big things from these girls and they didn't live up to them. Instead, we get a transitioning single which is a total grower, but it'll be too late by the time we all love the song; and, a simple, done-before music video that doesn't go anywhere and doesn't relate to the song. I hope they recover with a follow-up single and a music video that blows our minds.
I could've sworn I had already reviewed this music video, but it turns out that I haven't; which I guess is lucky since it is in the UK Top 10 Singles Chart, this week - although I did expect it to launch to the top of the chart; but, Luis Fonsi & Daddy Yankee is still holding onto the number one position with "Despacito" featuring Justin Bieber, which doesn't have a music video just yet. Every time I watch this music video I'm pretty sure I've reviewed it, I have that sort of recollection of writing about it, but I don't see a review on my blog. Oh well, here's one right now! Watch Ariana Grande in an apocalypse-type music video transporting the viewers into the visual for "One Last Time".
Ariana Grande has really come a long way from when she played Cat in Victorious and later in spin-off show Sam & Cat on Nickelodeon. Now she's a pop princess, totally becoming one of the biggest female artists in the world. Most-recently she made headlines when a terrorist attack targeted her concert in Manchester. Deciding not to let fear rule, she decided to host a benefit concert, with this song becoming the charity single for the We Love Manchester Emergency Fund. She managed to get many great artists to come together and perform on stage. If you didn't know who she was before this concert, you sure know of her now. The single has been out for some time, but the heartbreaking lyrics and the fact the song was the last song performed at her gig in Manchester before the fatal attack definitely made it the perfect song to become the charity single. It was written by David Guetta, Savan Kotecha, Giorgio Tuinfort, Rami Yacoub, and Carl Falk.
Directed by Max Landis and features Ariana Grande's Victorious co-star Matt Bennett. It has the end of the world feel to it as a comet comes crashing down to Earth, obliterating everything and everyone. To be fair, it's not the best music video considering the attack in Manchester, but this visual was released years before anything like this had happened.
As a whole this is almost a movie in itself; it certainly has a Cloverfield affect to it. It definitely transports the viewers into this film-like scene. We see comets flying through the sky as we watch Ariana Grande running all over the place, taking us to the top of a skyscraper. Along the way, we see some sights such as victims, gun problems, computer scary guy who attacks Ariana Grande and us; as well as firefighters, and a family huddling together.
On the rooftop, the sky is alive with comets falling to Earth. Ariana Grande grabs the cameraman, who happens to be her love interest, actor Matt Bennett, and hugs him as the biggest comet comes down and destroys the world.
Overall it's a great music video and definitely worthy of awards; however, I'm slightly disappointed that whenever we see Ariana Grande's face, she isn't singing the song. That's just a little annoying thing to this music video. It feels more like a scene from a film or a TV show than an actual music video, so it is disappointing. But, it works overall and totally relates to the song. It's definitely an unforgettable music video and completely deserves this rating.
Bringing girl power completely in this music video whilst spreading a universal message with the visual and including Stormzy too; Little Mix is fully bringing it with this one, and they definitely have the power to become the biggest and most successful girl group ever. Proving that girls can be strong; Little Mix spreads a monumental message around the world in this visual. Watch Little Mix bring girl power and female empowerment with each member representing a particular group of people, spreading meaning and equality; with a rap from Stormzy in this music video for "Power".
Little Mix are a four-piece girl group consisting of Perrie Edwards, Jesy Nelson, Jade Thirlwall, and Leigh-Anne Pinnock. They are still the only group to win The X Factor in the UK; yes, even One Direction only came third in their series. This girl group won on series eight of The X Factor, and they are still going strong six years after their win. This song is their fourth single from their fourth album, which is their first and only UK number one album to date; although, I reckon they've got more number one albums coming in the future. The song adds a rap from Stormzy, updating the original song from the album. Stormzy, real name Michael Omari Owuo Jr., is one of the biggest British grime artists around at the moment, and has gone on to have major success; his debut album reached number one in the UK, with all 16 tracks making it onto the UK Singles Chart. This song was written by Don Omelio, Camille Purcell, James Abrahart, and Michael Omari.
Directed by Hannah Lux Davies, this music video is fierce and sassy, totally allowing the girls to bring female empowerment and girl power in this music video. There is one scene that sees three drag queens from RuPaul's Drag Race, who are Courtney Act, Alaska Thunderfuck 5000, and Willam. The ending scene sees the girls and their mothers head the march through the street.
There are four main scenes in this visual, with each of the girls having the spotlight in their respective scenes. Perrie is bringing the peace in her hippie style fashion. Jesy is a biker chick, proving that girls can do whatever they want and be whoever they want to be. Leigh-Anne is representing women of colour in the modelling industry. Whilst Jade performs in front of a gay nightclub with three drag queens backing her up; this visual comes almost a year after the awful Orlando shooting.
Then we see Stormzy getting his hair done in a salon, where various women are dancing around him. Surprisingly this is a great way of him showing female empowerment because his style is pretty much in their hands as they do his hair. His rap adds well to the song; although, I do prefer the original.
The ending scene sees women marching up the street. Little Mix are in front, heading the group. They are holding their hands of their mothers; women that they look up to. Overall the video is amazing in every way and really shows off Little Mix perfectly; and, kudos to them including people who may otherwise be misrepresented. This is just perfect.
Have you heard Papa Roach's new album, "Crooked Teeth", yet? I am obsessed with it. After their single "Help", I was expecting a hard rock album much like they've previously released, but that was definitely a transitional single as songs like this one dominate the album and really proves how amazing Papa Roach are. There are a lot of awesome songs on the album, and this is definitely one of them. Watch Papa Roach perform alongside the very sexy Skylar Grey as they unleash emotional vibes in the music video for "Periscope".
Papa Roach are a four-piece rock band consisting of Jacoby Shaddix, Jerry Horton, Tobin Esperance, and Tony Palermo. They have changed their style a number of times but have managed to stay true to themselves throughout, which definitely makes them an incredible band. It might come as a surprise to many to see them collaborating with Skylar Grey, but they also have a collaboration with Machine Gun Kelly on their latest album; many rock bands are infusing rap with their music, it's worked for some and it hasn't worked for others. Papa Roach shows everyone else how to do it with their latest album, that's for sure. Rock music is evolving, it has to so that it can stay mainstream and popular. Papa Roach has continued to prove they're a force to be reckoned with in rock, and it's so great to see that they are continuing to prove they are on top of their game. As for Skylar Grey, real name Holly Hafermann, has been jumping in and out of popular music, she's still on the rise with a few hits here and there but nothing iconically her just yet, although many do identify her collaboration with Diddy-Dirty Money, titled "Coming Home", as her signature song, but I reckon she'll have a big solo hit song, with that voice, for sure. This collaboration completely works, and this song becomes more and more special the more we all hear it.
The music video is a pure performance profile piece, which is certainly something new when it comes to Papa Roach. Skylar Grey stuns throughout in her sex-appeal outfit which many have said doesn't relate to the song.
First off I love the watery images, and the streamed window look over the camera really gives off the submarine vibe, which easily relates since a periscope is something submarines use - if you didn't know.
Skylar Grey looks magnificent and exudes sex in every way. She's completely hot, and I actually like that she looks this way to bring in more people because sex certainly sells.
Overall, I like the concept of the music video and the exact theme from the title of the song; however, it doesn't relate well enough to the song and there isn't much of an explanation. I'm sad that the other band members of Papa Roach aren't playing their instruments, and I feel that the video only manages to portray Jacoby Shaddix and Skylar Grey's stage presence, which isn't something we want to get out of the visual.
Well, disappointingly, I can't promote Sam Feldt x Lush & Simon feat. Inna with "Fade Away" on my blog today since a music video has yet to be released, but it is coming. That song, I cannot get enough of, and I have reviewed it for CelebMix, Outlet Magazine, and Electric Mode. Instead, I chose Transviolet, who will also have their own CelebMix article about their single release and music video this weekend. They're a quirky electronic group who have really garnered my attention with catchy unique songs, and this certainly proves their magical ability to create music. Watch Transviolet go for a picnic with Reo Cragun as images of kaleidoscopic imagery is infused with these artists' performance piece in this music video for "Kaleidoscopes".
Transviolet are a four-piece electro-pop group consisting of Sarah McTaggart, Judah McCarthy, Michael Panek, and Jon Garcia. They made waves when they released their debut EP, and even garnered attention whilst being the support act for Twenty One Pilots on their UK tour. This is what made me a fan of their music because they just stormed articles on various magazines and media outlets that I follow. People might think that promotion isn't as big as it used to be, but it certainly can introduce new music to people, and that's exactly what happened here with me loving Transviolet. They're bringing a whole new different vibe, one that deserves to make its mark on charts around the globe. No one is quite doing what they are, and there's definitely something big coming from them. As for Reo Cragun, he has been growing his popularity and has had some great songs behind him. This sure was a great decision to collaborate. This song has the exact same feel as Transviolet's previous songs; it was written by Michael Panek, Sarah McTaggart, Judah McCarthy, and Jon Garcia.
Directed by Sarah McTaggart and Chris Scholar, the music video definitely falls under the low-budget category; but, believe it or not, the performers have managed to pull it off interestingly. It's been fully edited intricately, working perfectly with the song.
There are a few scenes in this music video, most of which are profile visuals of Transviolet, with Sarah McTaggart being the central spotlight. The band is all about her, and many previous bands have had problems with this sort of focused attention on the female vocalist. Then there's the picnic scene, that definitely had us in hysterics at times as fruits are used to cover faces at certain points in the song.
There are snippets of Sarah McTaggart and Reo Cragun on bicycles. This is quite cute but doesn't develop into anything. It feels like there was more to this scene but it wasn't good enough to make the cut.
Overall, they nailed this music video and kept it relatable to the song, as well as creating kaleidoscopic images from the visual to link back to the title. These images really do take me back, did anyone else have those kaleidoscope toys? Do children even know what they are nowadays? Total fun, energetic and staying true to who they are, Transviolet and Reo Cragun brought it for this music video, for sure. I am also in love with the song, although it takes it's time to build and become catchy.
It's time for a revisit on a Thursday, nothing new here. I decided to choose Peking Duk since this DJ duo hasn't been on my blog until this week. This song was released in the UK through 3Beat Records; anyone who knows me, knows I'm not too keen on this record label; however, it explains why I've heard of Peking Duk before because back then I was up to date with all of 3Beat's releases. The song is catchy and the music video is definitely cute, but it's understandable why this specific song never became a fully-fledged chart hit. Watch a romance unfold as bikes are stolen, a pool scene follows as well as a bed scene, before the guy wakes up alone in this Peking Duk music video for "The Way You Are".
Peking Duk are an Australian DJ duo who have definitely been making great waves with their music over the last two years or so. They consist of Reuben Styles and Adam Hyde. They've done plenty of remixes and bootlegs, and it's so nice to see them doing so well in their home country, getting the chart hits they clearly deserve. I truly believe they will have an international hit very soon that will chart all around the world, just look out for that one. This song made its way on to many compilation albums, which isn't a surprise since it was released under 3Beat Records in the UK.
The music video doesn't feature the artist, and this is the norm when it comes to DJs; however, I always feel that they need to fully tell a great narrative that includes the audience. This storyline is okay, it just isn't mysterious enough, they could've done so much more with it. If anyone knows who the actor and actress in this music video is, feel free to let me know in the comments below.
We watch a guy and a girl meet as if it's their second or third date. They hug and then steal some bikes. The clips are so cute and adorable, it makes the viewers want what they want; although a guy and I riding on stolen bicycles will certainly not look this fetching.
They sneak into a building where they ride the lift - and each other, well to the extent of kissing (we presume). They make it to the top floor where there's a swimming pool. We obviously expect them to jump right in; instead, they kiss on the pool steps and on one of the sunloungers, before heading to a bedroom for more kissing. Then, in a single snapshot, he wakes up alone in bed with just his underwear on - poor lad.
Overall, this music video has a brilliant narrative, but there are just some slight scenes missing. They don't explain how this guy and girl know each other, and why did they not jump into the pool? Like, that was a total missed opportunity. And as for the final scene, I would've liked to have seen what happened to the girl, she just disappeared into thin air, in theory. One second it was nighttime and they were kissing on the bed, the next second he was alone and it's daytime.
Since Ariana Grande's "One Last Time" is set to chart high this week, due to it being a charity single for the We Love Manchester Emergency Fund; and so, may become my Chart Mondays' review, I decided to do another one of her songs. There was so much choice, but yesterday's review made me realise that I haven't reviewed this one right here, so "Bang Bang" is finally making its appearance on my blog. I wasn't so keen on the song when it first came out, but the constant play and the popularity definitely brought this into something I now enjoy listening to. Watch Jessie J, Ariana Grande & Nicki Manaj come together in this superstar profile music video for the worldwide hit song "Bang Bang"; totally fierce and sassy.
Jessie J, real name Jessica Cornish, is one of the top rising UK female artists of recent years, she's totally on her game and bringing it completely. Her different styles of music have proven her versatility, and she's certainly someone who can bring hit after hit after hit. Her latest singles have not faired well though, can she make a triumphant return to the charts? Well, with her killer vocals and star quality, I reckon another global hit is on the way. As for Ariana Grande, she's been bringing it with every year that has gone past, totally burning a path of flame up every chart around the world and she's certainly becoming a renowned star that we can't get enough of. Although the Manchester terrorist attack was completely awful, she totally managed to turn it around by pulling off a benefit concert with massive names. If you didn't know who she was before the attack, you sure do now. As for Nicki Minaj, real name Onika Miraj, has been storming music for many years, her body is the talk of the town, but her personality is what should be making headlines; she recently paid for fans' school fees, amongst many heartfelt things she has done recently. She's already iconic within music, and she certainly doesn't stop. This was such a brilliant team-up, and they certainly brought it. The song was written by Max Martin, Savan Kotecha, Rickard Göransson, and Onika Miraj.
Directed by Hannah Lux Davies, who is certainly becoming one of the most requested music video directors around; this music video brings fired-up profile performance visuals of each of the female artists. Strong, sassy, fierce - these women can bring it completely.
Each of the girls havd their own concepts in this music video. Jessie J has the streets, Ariana Grande has her slumber party, and Nicki Minaj has her helipad and helicopter.
The street visual with Jessie J fits so well with her personality and style. She looks like she totally belongs here, while easily not fitting the mould and standing out. The spotlight is on her and she is working it.
The slumber party could've come off cute; however, they've switched it up with Ariana Grande giving just as much sex appeal as the other two female singers. Although, she seems very laid back during this music video, as if she's not really in the moment, or feeling the visual all that much.
As for the helipad, Nicki Minaj is full on comfortable acting sexy, sultry and being fierce. This is the exact sort of performance visual she is used to bringing to the table, so it's not surprising that she's completely sassy. If we were comparing all of these artists, Nicki Minaj pulls it off the best.
The ending sees all three girls performing together on the helipad. I'm sorry to say, but Ariana Grande just isn't fully there, Jessie J and Nicki Minaj oozes performance. She also misses the end point which the other two totally nail whilst Ariana Grande just stands there. Other scenes also see Jessie J in a red cheerleader-like outfit on a balcony, which kind of gets lost in the visual and I would've preferred to have seen more clips from the streets instead. There's also a DJ on the helipad enveloping the New York City roads with pink light, which is certainly a nice touch,
Overall this music video is fierce, it's sassy, it's confident; but, most of all, it exudes girl power, more so than girl groups around. There's a lot of product placement from Dr Dre Beats, but this has become one of the most natural things, so it's not much of a surprise anymore. I like the ending scene with all three girls the best, and the idea of them all being in their own little worlds and bubbles throughout works really well. It's just a shame Ariana Grande was more of a lowlight than a highlight.
We have been waiting for what seems like forever for this music video to drop, and it is finally here! I previously reviewed this music video, when it was released, for CelebMix. I also reviewed the song itself for CelebMix back in January, when the song was released. It's so good to have a visual for this song, and it was obvious that a killer choreographed scene would be the main part of the music video, and that is exactly what we got! Watch 4th Impact "Unleash The Diva" with a killer dance choreographed routine whilst being confident, sassy, and fierce in this music video for their official debut single.
4th Impact are a four-piece Filipino girl group consisting of Almira Cercado, Celina Cercado, Irene Cercado, and Mylene Cercado. The four sisters have been attempting a career in music for many years and have gone under various names, including The Cercados - which they released a self-titled EP under. Other names have included MICA, Gollayan Sisters, and 4th Power. Almira Cercado, being the oldest, performed in talent shows at an early age and went on to release singles before the group formed. The girls then competed in many talent shows, starting off with Pinoy Idol, then they won It's Showtime; they followed that up with winning the World Championships of Performing Arts for the second time in 2013 - they previously won in 2006. Next up was Korean talent show Superstar K6 (the sixth season of Superstar K), where they went viral with their audition song; they came eighth overall, being eliminated in the third live show. Then it was time for them to come to the UK; they competed on the 13th series of The X Factor, where they sang "Bang Bang" by Jessie J, Ariana Grande, and Nicki Minaj. It was polished and perfect, with Simon Cowell saying: 'In terms of first auditions, this is probably one of the best I've seen.' They came fifth overall. Afterwards, they signed with Star Music and released this amazing debut single. "Unleash The Diva" is an empowering upbeat song that makes us all feel strong and confident. It was written by Jonathan Manalo.
The music video itself is low-budget and simple, but 4th Impact brings it like they always have; therefore, managing to turn this music video round and proving they are sassy, fierce, and confident.
It was obvious that a choreographed dance scene would be included in this visual; we expected nothing less from these four sisters, and they nail it completely. 4th Impact are completely amazing and professional, how they aren't superstars yet, I do not know.
There's plenty of profile scenes in this visual, easily allowing the audience to identify with each of the members of 4th Impact. They have their style down perfectly. They all look beautiful throughout this visual.
Overall, 4th Impact brings it like no other girl group can. They are destined for world domination, and they deserve it because they're the whole reason this performance-based low-budgeted music video works. Fierce and sassy throughout, these four divas know exactly how to perform and sing! You go girls! I cannot wait for new music from 4th Impact.
Time for my Chart Mondays review, and still at number one is "Despacito" by Luis Fonsi & Daddy Yankee featuring Justin Bieber; which has now broken the record for the longest reigning foreign language number one in UK chart history. Since there isn't a music video for the Justin Bieber version, it opens up the UK top ten to my Chart Mondays review; where I chose this one since it looks like it will be dropping out this Friday, There was certainly a buzz about this video when it was released, and it is very hot and sensual, which is something new from Charlie Puth; but it's all been done before and it's nothing new. Watch Charlie Puth sing about a woman who is tantalising and wants him back, but she keeps messing with his head and he doesn't want that in this music video for "Attention".
Charlie Puth first came onto the scene in a collaboration with Wiz Khalifa, titled "See You Again" that scored him his first number one in the UK. Now he just can't stop banging out hit after hit after hit, bringing it completely. His music has never stayed in one lane, always managing to switch it up. This one shows a sexy adult side to him, a much more mature sound. It's not a surprise that it peaked in the UK top ten, but it looks like he'll drop out by Friday. This song was written by Charlie Puth and Jacob Kasher.
Directed by Emil Nava, the music video features actress and model Samara Weaving as Charlie Puth's love interest. There's a full narrative with a performance piece set within.
We watch Charlie Puth and Samara Weaving at a club, she's wearing a stunning red dress, It's tantalising and definitely attention-grabbing, as Charlie Puth suggests in the song itself; however, he doesn't want to give her attention because he's done with her, she only wants him when she wants, and that's not relationship material at all.
The music video progresses to her coming over to his place and smashing things up. There is a comical bit when a vase bounces instead of breaking. The visual continues where Charlie Puth is on a bed and she walks over scandalously in her underwear, but he doesn't even look at her. What a way to send her packing.
Overall, this relates perfectly well with the song. I feel more could've been done to make this video epic, and it's quite lack-lusting since this sort of video has been done a few times before. Charlie Puth doesn't exude performance vibes and it's quite disappointing as a whole. The ending is brilliant, as we hear how the concept of the song came about, it literally appeared in his head and he had to record it on his phone. Amazing!
This is one of my favourite music videos out at the moment, and I actually believe Axel Muñiz and Alexandra Stan make a cute couple; although, he's no Staruiala Bogdan, who is Alexandra Stan's boyfriend. I love the virtual reality long distance relationship concept in this music video and it really showcases both artists in a beautiful light. Two versions of this song have been released, this original Spanish-language version and an English-language version; it is unknown whether an English version of this music video will be released, but I'm starting to doubt whether one will. Watch Axel Muñiz and Alexandra Stan in two different cities using virtual reality headsets to connect with one another and spend time together in this amazing music video for "Siempre Tú".
Axel Muñiz is a Mexican singer who has been signed to Warner Music Mexico since 2015 and has been establishing his career ever since. His voice is great throughout this song, and I'm sure he is a future Latin star, that's for sure. He is stepping out of the shadows of his father and grandfather; who are Mexican actor, singer, comedian, and host, Jorge Muñiz; and famous Latin American singer Marco Muñiz, respectively. His voice pairs well with Alexandra Stan's for this song. She is the Romanian singer who hit it big internationally with "Mr Saxobeat". She has gone on to release incredible songs and albums. She is now preparing to release new music of her own, which I cannot wait for. The song was written by Axel Muñiz, whilst it was produced by Nico Stadi and Mike Green.
The music video was directed by Manuel Escalante and features Axel Muñiz in Mexico and Alexandra Stan in Barcelona, Spain. All scenes were filmed in the separate cities; which, on the first watch, you don't even realise.
It all starts off with Axel Muñiz sending Alexandra Stan a text saying that he wants to see her and asking if she wants to connect through the VR headsets. She says yes and they both put on some VR controller gloves before donning the headsets.
Inside the virtual reality world, Axel Muñiz is watching Alexandra Stan in Barcelona, whilst Alexandra Stan is watching Axel Muñiz in Mexico. They do things together, such as sitting at benches - even though Alexandra Stan is sitting at a one-seater bench, and Axel Muñiz is sitting on a long park bench - they totally make it work though. They do all sorts of things together, as well as kissing, which is technically and simply brilliant.
I especially like the restaurant scene as Axel Muñiz tells Alexandra Stan a story, and it is so cute to watch. There are so many amazing scenes, and I like how they hold hands throughout, how they kiss, and how it looks like they're in the same hotel room at the end of the VR scenes. This music video couldn't be any better. Showing that this technology could advance to help long-distance couples. Such a perfect concept that totally works with the song; it deserves nothing less than this rating.
