First Hit #1: March 13, 1999
If you’re going to revive disco, it makes sense to go with Cher. She’s not a shrinking violet, preferring to go over the top in everything she does, so she’s definitely got the visual component of a mad disco goddess down. So it’s actually kind of surprising that she hides behind a wall of vocal effects on this song. It’s pushing a new trend, and the effect of abusing pitch correction software providing a kind of funky robot thing that would soon wear out its welcome as it became less distinct. It’s weird to hear an otherwise distinct vocalist behind a big wall of vocal effects, which kind of makes one question why they went with Cher in the first place. You could plug any number of interchangeable vocalists into this bit of disco without it changing pretty much anything. It’s actually a fun song in its way, especially if you’re mentally still in 1999 and have not heard this effect a million times already. But it’s a producer’s song, not for the singer, who is just a small cog in the whole.
But then, Cher was game, and she provides a distinct visual for the video. It’s not a great showcase for Cher, the singer, but it is pretty great for Cher, the person in music videos.