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30 Minute Love Affair

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"30 Minute Love Affair"
Song

"30 Minute Love Affair" is a song by English singer-songwriter Paloma Faith from her sophomore album Fall to Grace. Produced by Nellee Hooper, and written by Faith, Chris Braide, it was released as the album's second single on 10 August 2012. Faith revealed "30 Minute Love Affair" was written while remembering meeting a busker when she was 14, singing songs with him and falling a little in love, but she did not see him, again, even though he promised he would be back the next day.[2]

The music video for the song was directed by Emil Nava, the story is Faith has had an argument with her boyfriend, and she enters a nightclub and meets another man, where she has a 30 minute love affair with. The song has achieved positive reviews from most critics, calling it an Annie Lennox-style synth-pop song.

Background and artwork

Paloma Faith revealed "30 Minute Love Affair" was written while remembering meeting a busker when she was 14, singing songs with him and falling a little in love, but she did not see him, again, even though he promised he would be back the next day. She further commented about the situation: "We sang songs together, and I kind of fell in love with him".[2] Faith commented during the behind the scenes of the songs music video that its sometimes is better to not get to know certain people that you met, because they stay perfect in your memory forever. And if you hadn't got to know them maybe you realise they are not perfect.[3] On 3 July Faith officially announced that "30 Minute Love Affair" is going to be the second single from he album, the next day she revealed the artwork. The artwork of the single reflects as it depicts a fantasy of what she believes it would have felt like if they met, again, and shows her in a dreamy setting about to kiss a man. Co-written by Faith and Chris Braide, "30 Minute Love Affair" was released by RCA Records on 12 August 2012, as the second single from Fall to Grace. The song was mixed up for the release, instead of using the album version which is more of a piano ballad, for a more upbeat sound.

Critical reception

Robert Copsey from Digital Spy said about the song: "Countering the slower moments are smoky disco numbers 'Blood Sweat & Tears' and '30 Minute Love Affair', the latter a Cyndi Lauper-meets-Drive number whose hooks dig much deeper than you'd expect. He gives the song 4 stars our of 5, further commented: "I'll never forget it, our 30 minute love affair," Paloma Faith sings wistfully on the chorus of her new single. You'd be forgiven for thinking that she was alluding to something much seedier than she really is, particularly given the setting of Soho's red-light district for the accompanying music video. Fortunately, further investigation quickly tells otherwise".[4]

Nick Levine from BBC described the song an Annie Lennox-style synth-pop song.[1] Colin Gentry from 4Music, commented on the song, saying: "After the string-heavy heartbreak of Picking Up the Pieces, Paloma Faith has changed tack with her new single." "30 Minute Love Affair is a love song about a fleeting romance, with more than a ring of Adele about it. With her album Fall to Grace peaking at No 2, could this single get it up to the top spot?"[5]

Chart performance

Though it wasn't released as a single in the UK yet, "30 Minute Love Affair" debuted on the single chart at number 197 on the week ending of 5 August 2012 and rose to number 87 the next week. After being released officially, it reached number 50 on the chart. Next week it fell one place down to number 51. Its third week on the chart the song fell to number 60.

Music video

The accompanying music video, directed by Emil Nava, who previously directed "Picking Up the Pieces", was released on 9 July 2012 and its behind the scenes on 6 August 2012. On 1 August 2012 a acoustic session of the song was released, shows Faith singing the song, filmed in black and white. Her boyfriend in the video is portrayed by Faith's real life friend, James, who also appeared on Faiths previous video for "Picking Up the Pieces" as her love interest. Faith said her look was inspired by Marilyn Monroe.[3] Faith described the concept behind the video, saying:

"I had argument with my boyfriend and I storm off and decide to go out to a nightclub by myself. I meet eyes with this other man and he distracts me and tempts me a little, as you sometimes do when you have had an argument with your boyfriend." Faith further commented on the video: "This is a autobiographical piece, where I'm sort of including both types of dancers that I used to look at, and found empowering, but also a type of dancers that I find degrading, and sort of meshing it all together to this hypereal version of what was really the early days of my career."[3]

The music video starts when Faith has had an argument with her boyfriend, and she walks in to a nightclub, a piece of the song "Let Me Down Easy" can be heard in the background, a song from the album. She goes to a stage behind a microphone and starts singing. At the time her love interest from the nightclub appears, and they look at each other. A next scene see them holding hands and finally kiss. In the end, she leaves him and the nightclub and returns to her boyfriend, and they forgive each other.[6]

Live performances

Faith performed "30 Minute Love Affair" on a show called Superstar on 20 July 2012.[7] On July 17 and July 18 Faith performed two on and off gigs on Somerset House in London, where she performed a number of songs from her album, including "30 Minute Love Affair". She performed the song on Encore Sessions at le Baron, which aired on 17 July 2012[8] She performed the song on 5 August 2012 on Sunday Brunch.[9]

Track listing

Digital download
No.TitleLength
1."30 Minute Love Affair"3:19
Digital EP[10]
No.TitleLength
1."30 Minute Love Affair"3:19
2."30 Minute Love Affair" (M-Factor Remix)3:07
3."30 Minute Love Affair" (DC Breaks Remix)4:25
4."30 Minute Love Affair" (Hostage Remix)3:28

Chart performance

Chart (2012) Peak
position
UK Singles (Official Charts Company)[11] 50

References

  1. ^ a b "Music - Review of Paloma Faith - Fall to Grace". BBC. Retrieved 2012-05-30.
  2. ^ a b "Paloma Faith - Paloma Photoshoot - Behind The Scenes". YouTube. Retrieved 2012-05-30.
  3. ^ a b c "Paloma Faith - 30 Minute Love Affair - Behind The Scenes". Retrieved 2012-08-10. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  4. ^ Copsey, Robert. "Paloma Faith: 'Fall To Grace' - Album review - Music Album Review". Digital Spy. Retrieved 2012-05-30.
  5. ^ "Paloma Faith - 30 Minute Love Affair".
  6. ^ "Paloma Faith - 30 Minute Love Affair". Retrieved 2012-08-10. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  7. ^ "Paloma Faith - 30 Minute Love Affair (Live at Superstar) - 20/07/12". Retrieved 2012-08-10. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  8. ^ "Paloma Faith - 30 Minute Love Affair". Retrieved 2012-08-10. {{cite web}}: Text "Encore! Sessions #08" ignored (help)
  9. ^ "30 Minute Love Affair - Paloma Faith 'Sunday Brunch' 5th August 2012". Retrieved 2012-08-10. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  10. ^ "30 Minute Love Affair". Retrieved 2012-08-10. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  11. ^ "New Chart Entries > August 11, 2012". Zobbel.de. 2012-08-11.
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