Alexandra, honey, what is this?!

Embedding disabled by request for Alexandra Burke's new video for summery, uptempo, dancehall-inflected new single "Start Without You". What the people in charge of creating/choosing treatments for Alexandra seem to have done is sat down in a v. important meeting and said: "This is a song about a party starting. The ideal setting for this video would be by an outdoor swimming pool in somewhere tropical with an icecream truck and some swim suits and a comedy cameo from Simon Cowell on a jetski."

And then they have decided that they'd rather spend the budget on cocaine or prostitutes or whatever it is record executives spend money on when they could be throwing it at decent music videos.

It's quite bizarre watching this: dancehall is a traditionally homophobic genre of music and Alexandra Burke's main fan demographic is probably gays so it feels like what they've done is try and provide a ridiculously (almost insultingly) gay-'friendly', Olivia Newton John-referencing video for a song that the precious pink pound might not otherwise invest in. We wonder whether the rapper, Laza Morgan, realises shots of him were intercut with naked, hairless, smug, pricks with underdeveloped torsos pouting at the camera and engaging in cringe-worthy exercise-based choreography with Ms. Burke...?