With their shouty, novelty pop, these cheeky girls are only one ironic wink away from being the next Cheeky Girls
Hometown: London.
The lineup: Alex and Jade.
The background: Oh My! are two northern girls ? Alex (20) and Jade (19) ? who met at dance school and don't use surnames because surnames aren't very pop. They decided to call themselves Oh My! after the 2002 hit Oops (Oh My) by Tweet ft Missy Elliott, although they're not touting a homegrown version of R&B ? of the new girl groups, that would be Soundgirl's territory. They've signed to 679, where they're currently working with rapper Example, who is writing and producing their first songs. 679 is probably their ideal home ? a little bit edgy, a little bit street/Streets. The label specialises in prole disco with a hint of arty attitude, and Oh My! are a tidy acquisition alongside Little Boots (its electro diva), Marina (its pop kook) and Spark (its punk-lite girl). This would mark out Oh My! as its straight chart act.
But is there actually a place in the charts for shouty girl-pop with the whiff of novelty that revels in its cheesy cheekiness, lack of class and sheer girl-next-door exuberance? Case for the defence: Spice Girls. On the other hand, there's Shampoo, who fluked one hit, Trouble, and we say "fluked" because they were almost too arch to be true, and too good to sustain a whole career. Jade and Alex aren't quite as smart as Shampoo, they don't seem as steeped in pop as Jacqui and Carrie, but they are more knowing than, say, Saturdays. Their closest contemporary comparison would be Mini Viva, who also had one top 10 entry before disappearing, but Oh My! have more of a tacky, jokey quality.
Their music is perky fizz-pop for mini divas: Dirty Dancer bubbles with memories of Mickey by Toni Basil and features a rap, Ting Tings style, about how the girls want to meet a saucy groover. Inevitably, it rhymes Patrick Swayze with crazy, and it reeks of Primark and cheap perfume. Sleeping With the Lights On is tacky but hooky, the vocals Auto-Tuned to the point where they're just another sound effect. The first single is Run This Town, which is feisty enough and references all the right teen preoccupations, including MSN. We're trying hard not to call them the female Jedward. Would that be so bad?
The buzz: "Oh My! are going to Run This Town" ? themusicfix.co.uk.
The truth: These cheeky girls are only one ironic wink away from being the next Cheeky Girls.
Most likely to: Sell more than 679 records.
Least likely to: Get matching vertical quiffs.
What to buy: Run This Town is released by 679 in May.
File next to: Mini Viva, Shampoo, Bananarama, Daphne & Celeste.
Links: ohmyofficial.
Monday's new band: Unouomedude.
Sarah Mutch Gabrielle Union Alessandra Ambrosio Amanda Detmer Emma Stone
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