Today I’m trying out a new idea which might become a regular feature. My quest is to analyse the highest new entry in the UK top 10 each week, discussing how it got there and what we can learn from the song’s success.

#1 – Jason Derulo ft. 2 Chainz – Talk Dirty

Although some of his songs (including this one) are quite catchy, I think Jason is the type of artist that gives pop a bad name. He’s a commodity, an unremarkable vehicle for safe, generic music. He sings, he dances, he works out – he fulfils the basics but nothing more. On the plus side, each of his singles is only as successful as it deserves to be, as his indistinct musical persona means he doesn’t have a loyal fanbase. Several of his singles have missed the top 10, but he’s also now had three no.1s. Despite this fact, the average person probably wouldn’t recognise him in the street.

Talk Dirty demonstrates the continued influence of radio play on the singles chart. It’s on the Radio 1 A List and receiving heavy rotation on Capital FM’s London and regional stations. Last week it was the 4th most played song on UK radio, and may well rise higher now it’s no.1. As for the song itself, there’s not much to it melodically but it combines several trends: an ethnic sample with horns (Hermetico by gypsy punk band Balkan Beat Box), a random burst of Caribbean dialect, a sex-related lyrical concept and a feature from rent-a-rapper of the moment 2 Chainz. It’s a novelty track with cool reference points, which is the best formula for success in 2013.

Other top 10 new entries this week:

#3 – Jessie J – It’s My Party
#5 – Avicii – You Make Me