Urgent, harsh, but also consistent – come album five, NERD have made the starry collaborations stick, galvanised by US politics. Even Ed Sheeran sounds cool
In 2011, Pharrell Williams launched his own liqueur, Pharrell Williams’ Qream. Created for “Contemporary women who work hard and want to relax with friends at the end of the day” – “I want them to reward themselves deliciously,” Williams offered – it was a disaster. Quite aside from its name, which somehow gave the impression one of the ingredients might be the singer/songwriter/producer’s bodily secretions, there was the packaging, which made it look less like a drink than something that your nana might put in her bath. After 18 months, its failure was the subject of a lawsuit.
It was a rare moment where Williams – a polymath apparently capable of effortlessly switching between writing, producing, performing, fashion design and textile manufacturing – appeared not to have a clue what he was doing. Rare, but not unique: if there’s such a thing as a musical equivalent of Pharrell Williams’ Qream, his rap/rock/R&B hybrid NERD might well be it.
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