The comeback has begun.
Britney Spears released her new single "Gimme More" (Jive) to radio last night and now her ginormous promotion machine is thundering into action. (Will their main strategy be to keep her under wraps? And perhaps hire her a driver?)
"Gimme More," which she is almost guaranteed to perform as a "surprise" at next week's MTV Video Music Awards, is a dance number in the "Toxic" style. It's got a hot beat, but the breathy vocals and childish lyrics are pretty bland, even by Britney musical standards.
Written and produced by Nate "Danja" Hills, a Timbaland protege, who has shown more promise than he has delivered on albums from Katharine McPhee and others, "Gimme More," will succeed or fail, like most of Spears' recent work, based on whatever video treatment and surrounding concept she and her team dream up.
"Bet you didn't see this coming," Danja says to close the song. Actually, the whole thing is entirely predictable -- right down to the victory lap for "the legendary Miss Britney Spears and the unstoppable Danja" at the end. Memo to Danja: If you have to call her a legend, she probably isn't one, especially if she has to announce herself at the beginning.
Spears' full album is expected on Nov. 13.
Z100 had the song's world premiere last night and is streaming it on the station website here.
PHOTO: Jive Records