Girls Aloud release their Beautiful 'Cause You Love Me video

When Girls Aloud premiered their new single, Beautiful 'Cause You Love Me, last month, I wrote a vaguely critical review ("underwhelming" was the verdict), which earned a frowny-face tweet from the song's composer, Maiday.

Maybe I was blindsided by the uber-conventional structure (we've come to expect Girls Aloud to provide seventeen choruses and a rap and a coda where Sarah sings about vicars) because the song has grown on me since.

The turning point was the band's smouldering performance on Children In Need, but repeated listens have also highlighted the complex vocal arrangements (in particular, the beautiful crescendo before the second chorus) and the thankful absence of a key change. It may be formulaic, and the lyrics are a bit clunky, but it works.

The video helps, too... With shades of The Spice Girls' Goodbye (i.e. it's set in a mansion) it is simple enough not to get in the way of the song, but pretty enough to keep your attention.

7/10

Girls Aloud - Beautiful Cause You Love Me

Oh, and here are some behind-the-scenes shots...

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