The culmination of 24 months of trend watching, market positioning and image primping on the resulting ORA does, more often than not, make it feel like a highly calculated exercise, but that doesn't mean she hasn't turned out some genuinely well-crafted songs. Current single 'How We Do' is the set's global-reaching party tune which improves with every listen, while Tinie Tempah-assisted 'R.I.P' sets her up as the UK's answer to Rihanna - though whether that was needed in the first place is another question entirely.
Elsewhere, she continues to fulfil all the necessary criteria to place herself among today's chart mainstayers. 'Radioactive' sees her in Guetta-style dancefloor mode (it was even penned by 'Titanium' singer/songwriter Sia), and smooth jam 'Love and War' checks the credible rap feature box in the form of J. Cole. Even will.i.am pops up for the obligatory appearance on 'Fall in Love', though Rita just manages to hold her own against his typically head-spinning beats.
She rarely colours outside the lines, but when she does - in the case of gentle ballad 'Hello, Hi, Goodbye' - it points to an artist with brighter prospects than a sub-par Rihanna. In fact, if the album's anthemic bonus tracks 'Young, Single & Sexy' and 'Meet Ya' are anything to go by, Beyoncé's crown is the one she's really gunning for.
Tracks to download: 'How We Do (Party)', 'Radioactive', 'Hello, Hi, Goodbye'
If you like this, you'll like: Rihanna, Cheryl Cole, Conor Maynard
Watch the 'How We Do (Party)' music video below: