4 MINUTES - AVANT
“4 Minutes,” the lead single from Avant’s upcoming fourth album, “Director,” is an earnest, pressing ballad and just the cut he needs after struggling for years to make an impression. The singer has all of four minutes to plead his case to a woman who is leaving for another man. By hastening his vocals alongside a ticking clock and soft piano tinkles, he seems literally to stumble over his lyrics. And when he starts veering off topic, his conscience (his “last lifeline”) brings him back to reality. Like such other capable-yet-overlooked crooners as Joe and Ginuwine, Avant may never reach superstar heights, but he continues to quietly carve his niche with solid music.
