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http://www.billboard.com/amp/articles/columns/pop/8038410/rihanna-love-on-the-brain-pop-influential

On May 22, 2016at the Billboard Music Awards,Rihannastood poised in an ‘80s-style Thierry Mugler fitted-pantsuit, captivating audiences with her unorthodox cool-gal swagger while belting the track at the epicenter of her recentAntiLP, “Love on the Brain.” Despite her captivating wardrobe, it was Rihanna’s tantalizing voice that stole the show -- arguably her best display of vocal talent on live TV, as the songstress fluttered through the ballad’s various octaves and demanding emotions.

At the time of its release as a single, radio formats were still in the throes of a love affair withChainsmokers-flavored EDM while phasing out dancehall riddims (noticeably lead by “Work”) in favor of trap-pop bangers. Meanwhile, hip-hop had emerged as the clear sound of the streaming world, which was beginning to dictate the momentum of radio and the charts to an unprecedented degree. In a way, Rihanna releasing “Love on the Brain” so late in the game — despite its early accolades — seemed like a misread of the music climate, just like releasing “Kiss It Better” the same day as “Needed Me” had proven to be for the former.

Not only that:Adele’s “Hello” seemed to have both opening and immediately shut the door on the big female ballad with its massive surprise release in October 2015. The song was a massive success, debuting at No. 1 on the Hot 100 and helping Adele practically sweep the Grammys, but it would also be the last solo female performance to reach the Hot 100 summit for nearly two years, untilTaylor Swift’s highly anticipated, electro-tinged statement single “Look What You Made Me Do” did this summer. As far as slow-tempo ballads with minimalist production went, the retro stylings ofMeghan TrainorandJohn Legend’s duet “Like I’m Gonna Lose You” made for a rare success story, reaching the Top 10 in Dec. 2016, withLady Gaga’s Super Bowl-promoted power ballad “Million Reasons” following in February of 2017.

But if there was a challenger to buck these trends, it would be Rihanna’s “Love on the Brain.” It was the single offAntithat has united all demographics, both among her Rihanna Navy and the general public, across genres and ages. Analogous to one ofAnti’s motifs of mixing the old with the new, “Love on the Brain” is practically a sonic paradox. It offers a timeless sensibility, as a traditionally pop-friendly ballad with contemporary cadences — its soft doo-wop sway and gently supportive backing vocals juxtapose nicely with Rihanna’s stunted, almost trap-like vocal approach and frank lyrical expletives. The song’s edgy R&B backbone suits urban radio listeners, while the retro factor and Rihanna’s star brand completes pop and adult contemporary needs.

Another key factor in the song’s magnetic success is its vocal performance and context. If there is a singer apt enough to tackle the heart-wrenching emotional depth of the lyrics, that would be Rihanna. Immediately uponAnti’s release, some criticsnotedthat the chorus lines “It beats me black and blue but it ****s me so good/And I can't get enough” evoked the singer’s past of domestic abuse at the hands of exChris Brown, adding additional layers of complexity to the lyric and making it a richer, if sometimes borderline-uncomfortable listen.

In a way, “Love on the Brain” serves as a continuation of the themes of emotional and mental abuse explored onAntias well as her previous albums, 2012’sUnapologeticand 2009’sRated R. The mystery of the song’s subject -- which reasonably could have been about Drake,Anti’s only credited guest and her rumored at-the-time boyfriend -- adds to the mystique of the pop star's storied history with romance, which continues to engross media and fans. With Rihanna’s delivery, there’s an earnest sincerity that’s rarely been felt in a ballad since “Hello,” which in itself recalls the theatrical flair of classic '90s ballads likeCeline Dion’s “My Heart Will Go On” orToni Braxton’s “Un-Break My Heart.”

The success of “Love on the Brain” on pop radio today is a rare find, because traditional R&B’s presence on the formatis an oddity. Earlier this year, webegged the question“does pop radio have an issue with Beyoncé?” -- a star who is on equal footing with Rihanna, sharing the duties of bringing the old sounds and spirit of R&B to the forefront of the mainstream. With the exception of adult R&B radio stations -- which have seen a sweltering rise of superb vocal performance underscored by softer instrumentals, thanks to “Love on the Brain” -- top 40 seems to still have a problem with the genre unless it’s doused in hip-hop production and pop-friendly hooks. Frankly speaking, “Love on the Brain” is not a true hit-factory, pop song — it’s more akin toEtta Jamesor Motown styled soul.

But post-, the music industry has experienced a prominent surge of retro-harkening balladry, across different musical genres. For traditional R&B, a notable recent example would beKeyshiaCole’s “Incapable,” where the singer flirts with mixing trap 808s beneath the old swing of the ‘60s. Relating the lyrics to her divorce from former NBA player Daniel “Boobie” Gibson, the song accepts the fact that “the one that I thought that I needed was incapable, incapable of needing me back [and] loving like that.” On the Latin front,Romeo SantosandJessie Reyezdueted on the doo-wop throwback “Un Vuelo A La,” as they sing about splitting up due to a mishandled romance over a waltzing, "Brain"-like beat.

In pop, bothKelly Clarkson— who hascovered“Love on the Brain” — andDemi Lovatohave expressed newfoundappreciationfor R&B, incorporating its old school vibes on their respective albumsMeaning of LifeandTell Me You Love Me. For Clarkson, “Love on the Brain” cadences can be clearly heard onMeaningbonus cut “Don’t You Pretend,” where the singer waltzes with trumpets and soulful background singers. For Lovato, she packs a punch with “You Don’t Do It For Me Anymore,” a brooding vocal showcase in 3/4 time that questions why she’s fallen out of love. In many ways, these qualities can also be heard on her latest single “Tell Me You Love Me,” which indulges more of a gospel-soul funk.

Even as we approach 2018, a random visit to the grocery store could still potentially lead to hearing “Love on the Brain” being played on the radio. What’s eerie about this song’s importance in 2017, is the fact that history looks to be repeating itself: Doo-wop and soul played a major role in soundtracking the ongoing civil rights struggles of the ‘50s and ‘60s. At the time ofAnti’s release, similar battles were -- and still are -- taking place.

This is one reason whythe structure of the song resonates with primarily older listeners of adult contemporary and adult R&B formats, as younger listeners of pop and hip-hop identify with its blunt lyricism. It also explains why more artists are seeking out the raw emotional displays of love and the subsequent healing remedies found in traditional R&B. Ultimately “Love on the Brave,” serves not only as a testament of a true hit-maker, but a relic of history’s endless cycle.