Fourth-placer Cher Lloyd was one of my favorite contestants of "The X Factor U.K." Season 7 (she's certainly the only "X Factor" hopeful to land on the NME Cool List), ever since she turned her swag on during her first, Soulja Boy/Keri Hilson-inspired "X Factor" audition. Now the superhumanly confident, will.i.am-championed 17-year-old (yes, she's only SEVENTEEN) has upped her swagginess in her retina-scaldingly bright video for her debut single, "Swagger Jagger," and the clip has landed on my personal cool list, for sure.
"Swagger Jagger" has pretty much everything you'd want from a Cher Lloyd video: a neon wardrobe that looks like a giant Rubik's Cube exploded all over her in the middle of a paintball fight, an army of superfly breakdancers that look like they just moonwalked out of a time machine set for 1987, abundant hair extensions that make Beyonce's hairdo seem positively au naturelle, an old-skool boombox the size of a house, Fergalicious (Cher-a-licious?) rapping, a semi-obvious nod to "My Darling Clementine" that somehow works, and, of course, plenty of swag. It basically picks up where Lady Sovereign left off, which is a good thing.
I just hope "The X Factor USA" finds someone this cool when it premieres this September. Turn your swag on and turn Cher's video on now!
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