It would seem whenever anybody mentions the US singer Jesse McCartney these days the word that quickly enters conversation is “reinvention”. For those not familiar with his material or original musical stylings to give you an example of his worth he was a co writer on the Leona Lewis uber smash ‘Bleeding Love’, that alone should keep him in beer tokens for….ooh, absolutely ages.

His new offering however sees Jesse teaming with the likes of Tricky & The Dream (responsible for Rhianna’s ‘Umbrella’), Sean Garrett (Beyonce, Gwen Stefani) amongst others. So the pedigree for hits is all in place. The opening single wasn’t too bad, although if you recall it was saved by stirling work in the remix department courtesy of Mstrkrft.

I have a strong suspicion that this album will do well, not necessarily on the merits of the production or necessarily the performances onboard although it has to be said that you could quite easily find worse out there. The fact is Jesse’s timely reinvention seems to have captured the spirit of the ringtone generation and every track on offer is a natural choice to become the next phone based annoyance you hear when you are travelling on the bus.

Track wise the album mines from the current flavour of US R’n’B which means its all super heavy bass kicks and cheap farty fizzly sounding synths that most of Europe discarded ten years ago. Jesse sings with a bit of attitude and a healthy portion of sneering belligerence in places (Rock You being one example). Elsewhere he plays the spurned Romeo on songs like ‘How Do You Sleep?’ and you can just imagine the video with Jesse standing on a cliff top doing the faux ‘tearing at his own chest but only serving to crumple his expensive t-shirt while pulling a constipated/pained facial expression” routine.

Still its tracks like that one that might, and let me emphasise “might” just get him into the screaming teen bracket that he is obviously tearing towards. Its almost shameless how he has set out his target demographic and is now dropping back into the market like a shark.

So there you have it, twelve tracks that fall into readily established formulas, but here’s the rub…

You might be throwing yourself into the teen market Jesse, but you’re too late. Mr Timberlake has this kind of thing sewn up tighter than Fern Britton’s surgical scars. You might have made some relatively prudent choices when it comes to producers and collaborators but you neglected to hold out and get Timbaland. Remember in the 21st Century there are no guarantees of anything unless you have Timbaland sat on your record making those funny “wiki wiki wiki” noises (man, they’re still funny). Finally, just because you got Mstrkrft onboard for one remix that doesn’t automatically assure you club cool credentials. As I type this last sentence I have already forgotten who you are, turn off the lights when you leave…

Its out on the 9th of June.