Such is the nature of contemporary pop that the substance of an album can be of little consequence. Rita Ora arguably owes her burgeoning career and the existence of her debut album, Ora, to influential friends and marketing strategists at Jay-Z’s Roc Nation label. She consciously projects a swaggering style that is as much part of the Ora package as the music. This album is an indulgence, full of materialistic and vacuous bluster. For this image-conscious pop starlet, though, that is hardly the point. Over two years in the making, Ora (the album) is uncreative but feisty, shallow but stylish.
