Jason Derulo says he's not interested in making R&B. His new self-titled album is instead a bid at capturing an audience broader than the urban market.
"I just want my music enjoyed by the world. You can't do that with just being in a box," he said. "You won't catch me on the Jay-Z or the Usher tour."
So far, it's a strategy that's working. "Whatcha Say" and "In My Head" have both earned multi-platinum status.
But unspoken is the fact that even established R&B acts like Usher (see "DJ Got Us Fallin' In Love") are moving away from genre-specific music.
The question for 21-year-old Derulo is: if he starts out in heavily-processed, auto-tuned dance music, can he go back to R&B?
Jason Derulo performs at Rams Head Live Friday night. The rest of this story is here.