New Kids On The Block: 'Summertime'

The reasons behind the New Kids reunion are pretty obvious, but it's still hard not to think 'Why?' when confronted with news of the inevitable comeback tour, comeback single and comeback album. They may have been huge in their day, shifting an astonishing 70 million records, but time hasn't been kind to the group's back catalogue and few pop fans will have been clamouring for the chance to see Jordan, Joey and the gang back together again.

'Summertime', that inevitable comeback single, finds the group trying to act at least a decade younger than they actually are (between 35 and 39, for the record). The video shows the New Kids in varying states of undress frolicking about on the beach with girls half their age, while the track itself is a functional pop/R&B tune that sounds like a Nelly album filler from 2002. The lack of dignity here is so crippling that even their name - New? Kids? - seems to mock them as it plays.


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