In a world ruled by downloads perhaps the flow of tracklistings, once pored over for hours by record labels, isn't that important any more. It's certainly not to Beyonce who, on this, her third solo album, has spread 11 songs over two discs in order to create a 'concept'. Double albums usually make us pull an ugly face (Back To Basics, anyone?) but we guess at least this has a point, almost.
Let's explain. For this album Beyonce has split her personality into two. Disc 1, labelled 'I Am', reveals the 'real' Beyonce behind the makeup, baring her soul with insecurities about love. The simple, If I Were A Boy, is ably joined by the very strange, but wonderful Ave Maria and Ryan Tedder's Bleeding Love-lite, Halo. Unfortunately when faced with six ballads in a row, you might find yourself dropping off into a deep slumber, no matter how good they are.
You'll wake up sharpish though when it's time for disc 2, as Beyonce is gone, replaced by the hilariously monikered Sasha Fierce. Sasha is B's on-stage personality and the hair flicking, stiletto strutting beats of Diva with it's dictionary defining ''diva is the female version of a hustler'' prove it. Yet though the electro pounding of Sweet Dreams or the wild Radio might be standouts here, there's nothing that announces Beyonce's experimental side like the raging Ring The Alarm from B'Day
An attempt no doubt for credibility and importance, I Am ... Sasha Fierce ultimately falls short of this goal. In a world where Rihanna seems to have released hit after hit, Beyonce, although the superior on-stage performer, needs to come back with something stronger than this if she wants to steal her sparkly crown back off the young pretender.