‘Say Nothing’ is the lead single from Example’s forthcoming third studio album, The Evolution of Man, currently scheduled for release on 18 November. Hot on the heels of his success with 2011′s Playing in the Shadows, which spawned two number 1 singles, Example embarked on a sold-out, 14-date, arena tour of the UK and also played numerous festivals, establishing a firm reputation as a live dance act.
Due for release on 16 September, ‘Say Nothing’ demonstrates something of an evolution in Example’s sound. Whilst still undeniably recognisable as the artist’s own, it does feel more electronic in style when compared to the heavy beats and powerful synths of 2011′s lead single, ‘Changed the Way You Kiss Me’. ‘Say Nothing’ has a catchy guitar riff and a far more restrained, although undeniably infectious, beat. Unlike much of the dance music of the moment, the track has a much longer build-up to the chorus, giving it a more epic feel than some of Example’s previous material. The electronic direction adds depth to the track, and the easy beats make it equally appropriate for a sunny afternoon or for filling up a dancefloor.
Lyrically, the song tells the bittersweet tale of a romance that has declined from the dizzying heights of its happier beginnings to a point where it has simple run out of steam. This is why, as the chorus says, ‘You don’t have to say nothing, say nothing / ‘cause your eyes do the talking’. It is a simple chorus, repeated several times, but is given gravitas by the euphoric style of the electronic instrumentation and carried off successfully by Example’s undeniably distinct voice. Also evident is a rap section, which Example carries off with his usual flare. This is followed by a section of backing vocals that you can already imagine being sung back to him in an arena setting. In technical terms, it seems perfectly constructed for both chart success and live performances, two elements that lesser dance artists struggle to marry effectively.
One of the things which is clearly making Example an enduring artist is the ability he has to change and develop his musical style. Whereas his second album drew on heavier elements of dance music to mark it out as distinctive from previous material, the evolution of his style here ensures that this is not more of the same, yet retaining what makes him distinctive as well as creating something which is engaging and toe-tappingly catchy.