2020 has managed to be even worse for . The singer did not have a good professional year. His promised solo album didn’t come out and the buzz around his name cooled. “Motivation” looks like it happened ages ago. Normani’s career is at a standstill.
At the beginning of the year, Normani and Megan Thee Stallion together released the song “Diamonds” for the film “Birds of Prey”. They were on the cover of Rolling Stone magazine next to SZA, with the so-called “the next superstars of music”. Cut for December: Megan Thee Stallion has an album released, two singles # 1 ( “Savage” and “WAP” ), and four Grammy nominations. Normani, nothing.
The record company’s fault?
Normani stopped completely this year. Except for one or the other magazine cover, it hardly appeared. The peak was seconded in the Cardi B video. On social media, it’s easy to see fans complaining about the lack of news and the disappearance.
Many blame RCA Records, the label that hired Normani as a solo artist. The label does not have a good reputation – for abandoning anyone who is not at the top. And it is indisputable that the buzz around Normani has cooled.
The initial plan, after the release of “Motivation” in August 2019, was to release a full album six months later. Did not happen. “Motivation” took only the Top 40 in the United States, little for what RCA thought possible, and Normani went to the fridge.
The label, a subsidiary of Sony Music, focused on Doja Cat because of the success of “Say So”, which also topped the charts. Doja herself even complained about her record company in August :
Normani’s mother cancer
If RCA backed down on Normani, the singer herself also took a step back. With the coronavirus pandemic, artists did everything they could to not be forgotten. They released many songs, clips, and albums, sang in “lives”, made remote performances for awards, and, more than ever, closer ties with the public on social media. It was not the case for Normani.
Not everyone knows, but the singer faced a family drama in 2020, in addition to the coronavirus. His mother Andrea Hamilton was diagnosed with cancer again. It was not even time for his debut, given the personal circumstances.
The album under construction since 2018
In the few interviews given in 2020, however, Normani always said that the production of the album continued. She told Harpers Bazaar magazine that she was recording the album at home because of the pandemic. Then he resumed the studio sessions. One of the collaborators summoned at this stage was Scott Storch, winner of eight Grammys and name behind Beyoncé, P! Nk, Christina Aguilera, and the duo Chloe x Halle.
The problem is that Normani has been working on the same album since he signed with RCA in 2018. Will the material developed that year still be current in 2021? In an interview with Women’s Health, Normani gave a tip about an obstacle in the creative process:
Normani puts a lot of pressure on herself
Normani was undeniably the former Fifth Harmony who made the most noise at the beginning of her solo career, disregarding Camila Cabello. She had two singles in the Top 10 on the Billboard Hot 100 (in partnership with Khalid and Sam Smith ), and the album probably would have been a success had it come out in 2019.
The point is that the singer charges herself a lot. Aware of high expectations, she still did not feel 100% confident with the material developed. “I have a lot of expectations for myself, so it can be too much, adding to the fans’ expectations.