Myself is the 11th studio album by Taiwanese singer Jolin Tsai, released by Warner and Mars on August 13, 2010.[1] The album is centered around the concept of "party",[1] with dance tracks making up approximately 80% of its content. It was produced by Andrew Chen, Adia, and Paula Ma.[2]
The album received mixed reviews from critics. It was praised as a new benchmark for Chinese-language dance albums,[3] but some noted an imbalance between its commercial appeal and musical depth.[4] In Taiwan, Myself sold over 65,000 copies, ranking 4th on the annual album sales chart for 2010. It also claimed the top spot for female artist album sales that year.[5]
The music video for the single "Honey Trap" was nominated for Best Music Video at the 22nd Golden Melody Awards.[6] Following the album's release, Tsai launched her third world tour, the Myself World Tour, which began on December 24, 2010,[7] in Taipei and concluded on April 13, 2013, in Kaohsiung.[8]
Background and development
On March 27, 2009, Tsai released her 10th studio album, Butterfly, which sold over 210,000 copies in Taiwan and more than 1 million copies across Asia.[9][10] The album was the top-selling album in Taiwan for 2009.[11] On October 15, 2009, Tsai and her manager, Ke Fu-hung, co-founded Eternal, a company dedicated to managing Tsai's artist management, music production, music rights, concert organization, and related copyright matters.[12]
On March 16, 2010, media outlets revealed that Tsai's new album would be released in July of the same year.[13]Warner Greater China's General Manager Sam Chen stated that the album would feature numerous international collaborations with an investment of over NT$50 million.[14] On June 14, 2010, the song "Take Immediate Action" was released through China Mobile's Migu Music.[15] On July 12, 2010, Tsai participated in the launch ceremony for China's Got Talent, where she played the song "Black-Haired Beautiful Girl".[16]
Writing and recording
The lead single, "Honey Trap", is a low-tempo house track featuring rich synthesizer tones and sensual lyrics.[17][18] Tsai delivers a sultry, deep vocal performance, incorporating a rapping style. The interlude "Missed Call" begins with a melody from "Honey Trap" before transitioning into a voicemail message indicating a failed connection, symbolizing the shift from the confidence in love conveyed by "Honey Trap" to the emotional turmoil of unrequited love.[2]
"Love Player" is a mid-tempo Eurodance ballad,[2] where the rhythmic beats and Tsai's expressive delivery complement each other perfectly.[19] The lyrics depict a love triangle with a fickle man caught between two women.[20] This song represents a departure from Tsai's previous musical style, and she expressed excitement about trying something new: "I've always wanted to do a different kind of love song, not just a slow ballad, but a rhythmic love song with a bit more tempo. When I first heard the demo, I was really excited, and fortunately, the company supported the idea, so I was able to try a new musical direction."[21] The interlude "Secret Talk" features a voicemail recorded by Tsai, followed by the noisy voices of her friends urging her to go out after a breakup.[22]
"Party Star" showcases Tsai's input in both the arrangement and production, such as the inclusion of simulated police siren sounds, which enhance the song's vivid imagery.[2] The interlude "Let's Start the Dance" pays tribute to the pioneers of Voguing dance, with Tsai noting that many of the references in the segment are to famous drag queens, inspired by her discovery of old photos of drag queens in Benny Ninja's album.[22] "Black-Haired Beautiful Girl" celebrates the unique beauty of East Asian women, focusing on the elegance and grace of black hair.[2] The song blends strong disco elements with a feminist stance, expressing an independent, self-assured attitude.[19]
"Nothing Left to Say" combines contemporary R&B and soft rock elements,[1] with a piano melody that complements the rhythm of the R&B beats.[3] Tsai describes the song as an emotional release rather than a soft ballad:[2] "It's an R&B song with a rock twist, so we didn't overemphasize the vocal runs typical of R&B. We added rock elements to give the lyrics and arrangement a cathartic, expressive feel, rather than a melancholic or overly sentimental tone."[1] The interlude "L'amour est parti" features a dialogue in French, depicting a breakup scene in a cinematic style, providing a transitional moment in the album.[22] Tsai, who learned French during a break, wanted to evoke the feeling of old films, capturing a sense of nostalgia.[22]
"Real Hurt" is a simple yet resonant ballad that uses the metaphor of "small wounds" to explore the fragility and freedom in love.[2] The string and piano arrangements amplify the emotional impact,[23] making it a poignant reflection on heartbreak.[24] "Macho Babe" is an anthem for modern women, celebrating independence and courage.[2] Tsai explains that the title is not intended to challenge men but to highlight the strong, independent nature of women: "I wanted to show the strength of women, especially their independence and autonomy." "Butterflies in My Stomach" incorporates exotic musical influences and explores the ambiguous feelings between a man and a woman.[25] "Let's Break Up" expresses feelings of sadness and emotional release,[2] while the interlude "I Love You Too" reflects Tsai's longing for the purest moments of love from the past.[2] "Take Immediate Action" is a mid-tempo sweet love song with a beat that interacts seamlessly with the physiological rhythms of the body.[2][26]
Title and artwork
On July 4, 2010, Warner announced that Tsai's new album would be titled Jolin Tsai Self-Titled Album: Vogue. Tsai revealed, "This is the album I've participated in the most since my debut, and it represents my truest self! I'm really looking forward to it! I can honestly say that this is the most exciting album I've made in my career." She further explained, "I suggested adding 'Vogue' to the album title because, to me, vogue represents an attitude, a spirit, and confidence. It's not just about beauty or extravagant clothes, but rather a lifestyle and authenticity. I know who I am."[27] On July 14, 2010, Warner announced a change in the album's title to Jolin Tsai Self-Titled Album: Vogueing, drawing inspiration from the dance style voguing. The addition of "ing" to "vogue" emphasized the continuous, evolving nature of the concept.[28]
On July 21, 2010, Warner officially confirmed the final album title as Myself. Tsai explained, "'Myself' represents who I am. From the very beginning, I was deeply involved in every aspect of this album— from the lyrics and song selection to the interludes, styling, and music videos. If I had an idea or a visual in mind, I would share it with the company and then work with professionals to refine it. I've invested a lot of myself into this album, which is why I decided to call it 'Myself'."[1]
The official album cover features Tsai wearing a platinum-colored wig and a white spacesuit, while the pre-order edition showcases her in a torn T-shirt and ultra-short shorts.[29] Tsai commented, "This time I wanted to try many different things. From the padded shoulders and cut-out designs to the T-shaped outfits, I wanted to show a more healthy and confident kind of sexiness. The platinum hair was a fun experiment; when I tried it on, I thought it looked really cool and futuristic. Since the album release was in the summer, I also wanted to highlight muscle definition, so I chose outfits that allowed me to show that off."[1]
Release and promotion
On July 15, 2010, Warner announced that Tsai's album would be available for pre-order starting on July 20, 2010, with an official release date set for August 3, 2010.[30] However, on July 21, the pre-order date was postponed to July 22, and the release date was also pushed back to August 10.[31] On August 9, Warner further delayed the release, setting the new official date for August 13, 2010.[32]
The album features 10 tracks, with 8 of them being dance songs. Tsai explained, "I've never tried having so many dance tracks in an album before. People often remember me for my dance songs, and with the global trend, even K-pop artists love dance music. While most people tend to sing ballads at karaoke, I think they'd prefer to listen to dance music in their leisure time. That's why I suggested to the company that this album should be based on the concept of 'party', to make people happy, so dance tracks became the focus. Also, including five interludes was a new attempt for me, but I've heard this kind of creative idea in other Western albums, and I wanted to see if it could work in a Mandarin album, especially a dance album."[1]
On August 13, 2010, Tsai held an album launch press conference in Beijing.[33] On August 25, 2010,, she held another press event in Taipei to celebrate the album's release, where she announced that the album had reached number 1 on the weekly sales charts of major Taiwanese music retailers, including Books.com.tw, G-Music, and Five Music.[34]
On October 29, 2010, Tsai released a special edition of the album titled "Take 2 - Dance with Me Edition", which included six remixed tracks, six music videos, and a behind-the-scenes documentary.[35] By December 11, 2010, it was reported that the album had sold over 65,000 copies in Taiwan and had ranked 2nd on the annual album sales charts of both G-Music and Five Music.[36][37] It also placed 4th on Taiwan's overall album sales chart for 2010 and was the top-selling album by a female artist that year.[5] On December 28, 2010, Tsai released a vinyl edition of the album, "Dance with Me Remix".[7]
Live performances
Tsai performed "Honey Trap" at the 10th Migu Music Awards, December 2016
On July 31, 2010, Tsai appeared on the Taiwanese variety show Super King and performed her song "Honey Trap".[38] On August 12, 2010, she appeared on another Taiwanese variety show, Power Sunday, where she again performed "Honey Trap".[39] Later, on August 27, 2010, Tsai participated in the Chinese variety show One Million Star, performing the same track.[40]
On September 2, 2010, Tsai appeared on Zhejiang TV's Singing & Dancing, where she performed "Honey Trap", "Love Player", and "Real Hurt".[41] Two days later, on September 4, 2010, she performed "Honey Trap" and "Take Immediate Action" on We Are Family.[42] On September 22, she performed "Honey Trap" at the 2010 CCTV Mid-Autumn Festival Gala.[43] The same day, she appeared on Jiangsu TV's Happy!, performing "Honey Trap", "Take Immediate Action", and "Real Hurt".[44]
On September 24, 2010, Tsai appeared on Hunan TV's Day Day Up, performing "Honey Trap" and "Real Hurt".[45] On October 10, 2010, she participated in the final of China's Got Talent, where she performed "Black-Haired Beautiful Girl".[46] On December 31, 2010, Tsai performed "Honey Trap" and "Real Hurt" at the New Year's Eve Concert in Kaohsiung.[47] That same evening, she also performed "Honey Trap" and "Take Immediate Action" at another New Year's Eve Concert in Kaohsiung.[48]
On April 9, 2011, she took part in the 1st Global Chinese Golden Chart Awards, where she performed "Honey Trap".[49] Later, on April 24, 2011, she appeared at the 2011 Music Radio China Top Chart Awards and performed the same song.[50] Subsequently, Jolin Tsai continued to participate in various events held across different locations, performing songs from the album at each of these occasions.
Singles
"Honey Trap" pays tribute to Madonna, featuring Tsai performing the voguing dance in the music video, a style of dance that gained worldwide popularity through Madonna.
On July 14, 2010, Tsai released the single "Honey Trap".[51] On July 27, 2010, the music video for the song was released, directed by Cha Eun-taek, with a production budget of NT$10 million.[52] In the video, Tsai performs the voguing dance, which she had been inspired to learn after hearing the demo of "Honey Trap". She explained, "I had seen some performers do voguing, and when I first heard the demo of 'Honey Trap', I knew I wanted to incorporate voguing into the choreography. So, I asked my choreographer, Bruce, to find a teacher for me. He ended up bringing in a choreographer from the American reality show America's Next Top Model to teach me. The teacher even shared the origins of voguing with me—how it was created by prisoners who, with limited access to fashion magazines, started mimicking the poses of models they saw in magazines. This is how the dance battles in voguing came to be, including the yoga-like hand gestures. The teacher not only taught me the moves but also the deeper meaning behind voguing—it's about confidence and attitude."[1] The song also serves as a tribute to Tsai's idol, Madonna. Tsai commented, "When you think of voguing, you naturally think of Madonna's iconic song 'Vogue'. I've always admired Madonna. She continuously reinvents her image, and her dedication and effort make her fans feel her commitment. This has been a huge source of inspiration for me."[53]
On October 20, 2010, Tsai released a remix single of "Honey Trap" titled "Honey Trap (Dance with Me Remix)", which also included the remixed version of "Macho Babe" titled "Macho Babe (Cheerleading Remix)". The remix of "Honey Trap" was done by George Leong, while the remix of "Macho Babe" was handled by Oscar.[54] Additionally, "Honey Trap", "Nothing Left to Say", and "Love Player" ranked 1st, 20th, and 55th respectively on the 2010 Taiwan's Hit FM Top 100 Singles chart.[55][56]
Music videos
On August 8, 2010, Tsai released the music video for "Love Player", directed by Marlboro Lai.[21] Tsai was actively involved in the production of the video, contributing to the script and the visual tone.[21] The video depicts a heartless man juggling two women, with Tsai's character using dance as a form of emotional healing and stress relief.[20] Tsai explained, "The song's lyrics describe encountering a heartbreaker, and I told the director I didn't want to portray a clichéd story where the girl is just shown crying or lamenting over the guy. This song has a mysterious and sensual feel, so I wanted the director to present the idea that, even though the guy breaks the girl's heart, she should still be shown moving on and exuding confidence. That's why the video features scenes of me dancing seductively alone at home, with the slight use of mosaic being a small detail."[1]
On August 19, 2010, Tsai released the music video for "Nothing Left to Say", directed by Bill Chia. The video explores the deep sadness and helplessness that follows a breakup.[57] On September 1, 2010, Tsai released the music video for "Butterflies in My Stomach", also directed by Marlboro Lai. This video does not follow a specific storyline but instead interprets the song's mood through dance.[58]
On September 7, 2010, Tsai released the music video for "Take Immediate Action", again directed by Marlboro Lai. The concept of the video is centered around a fun and lively party with friends.[59] On September 9, 2010, she released the music video for "Real Hurt", directed by Sam Hu. The video portrays the emotional aftermath of a breakup, highlighting the feeling of loneliness and heartbreak.[60] Finally, on November 1, 2010, Tsai released the music video for "Black-Haired Beautiful Girl", directed by Kuang Sheng.[61]
On August 26, 2010, Tsai announced that she would begin her new world tour around Christmas later that year.[62] On November 6, 2010, she revealed that her third world tour, the Myself World Tour, would officially kick off on December 24 in Taipei, Taiwan, at Taipei Arena.[63] The tour was themed "everyone's party" and Tsai also announced that Benny Ninja would join as a special guest performer.[64] The Myself World Tour concluded on April 13, 2013, at Kaohsiung Arena in Kaohsiung, Taiwan.[8] Over the course of two years and four months, the tour visited 31 cities worldwide, holding a total of 35 concerts. It attracted over 600,000 spectators and grossed more than NT$1.5 billion in ticket sales.[65]
On October 19, 2013, Tsai released a live video album, Myself World Tour, which captured performances from the encore shows at Taipei Arena on December 22–23, 2012.[66]
NetEase Entertainment's critic Xiong Zi'ang commented: "With the release of Myself, it can be said that Jolin Tsai officially upgraded to 'Diva J'. The title tracks like 'Honey Trap' and 'Love Player' feature melodies and instrumental arrangements that stand out as some of the finest dance tracks in recent years in the Chinese music scene. Notably, the album's arrangements exhibit strong continuity and logical sequencing, enhancing the overall cohesion of the album."[69]NetEase Entertainment's critic Wang Shuo noted: "Jolin Tsai did not blindly chase after trends; instead, she opted for dance-rock music, which seems to align better with people's aesthetic expectations of dance tracks."[26]NetEase Entertainment's critic San Shi Yi Sheng remarked: "For Jolin Tsai, dance music is undoubtedly her signature weapon. In Myself, 9 out of the 10 tracks are fast-paced, reflecting the core theme of the album. While the quality of the singles could still be improved, Tsai's focus on cohesiveness and flow, typical of her dance-oriented style, is evident and commendable."[18]NetEase Entertainment's critic Liang Xiaohui commented: "Overall, while Myself aims to be a milestone in Tsai's career, it still carries a somewhat conservative tone and certain imperfections. Nevertheless, it is hard to deny that this album is another successful attempt by Jolin Tsai and her team to blend consciousness with musicality. This focus on conscious expression has been a clever strategy for Tsai, pushing her toward the peak of Chinese female pop singers. Perhaps, when we look back at the early 21st century's Chinese divas, the first name that comes to mind will be Jolin Tsai, just as we cannot overlook Madonna's iconic presence when we think of late 20th-century pop."[3]
Sina Entertainment's music critic Eric stated: "This album shows a mature musical expression compared to her previous works, pushing her dance talent to its fullest and setting her on the path to becoming the 'Queen of Dance Music'."[70]NetEase Entertainment's critic Liu Shui Ji wrote: "This time, Jolin Tsai has certainly put in a lot of effort. Her vocal performance is stable, and the overall quality of the tracks is consistent. The more Westernized arrangements are a highlight. However, the album's conceptual gimmicks overshadow her true inner thoughts, revealing an imbalance between commercial appeal and artistic music, which could continue to trouble Tsai in the future."[4]NetEase Entertainment's critic Lin Ju Li commented: "The album's flaw is not in its concept or vision, but rather in its execution and track selection. It is Jolin Tsai's least distinctive album in five years, caught in a dilemma of not being youthful enough while not fully embracing her maturity. The only track with real pop potential is the ballad 'Real Hurt', which continues the 'Jolin Tsai style' of emotional melancholy seen in 'Sky' and 'Rewind'."[18]NetEase Entertainment's critic stated: "Multidimensionality does not equate to chaos, and creativity does not mean being avant-garde for the sake of it. Jolin Tsai's new album maintains her usual high standard while boldly rejecting covers and 'easy-listen' tracks, expanding her dance music repertoire. However, the lack of truly catchy songs is a missed opportunity. Without a hit track that could make a mark on mainstream charts, the album's overall commercial appeal suffers, which is a significant shortcoming."[18]
Tencent Entertainment's critic Lan Hu Die rated the album 3.3/5, commenting: "Although Myself offers diverse styles and meticulous production, it lacks the distinct impression that Jolin Tsai once left on her listeners, failing to evoke her signature appeal."[24]Tencent Entertainment's critic Lao You rated the album 3.2/5, noting: "From a purely auditory standpoint, this album surpasses her previous work, Butterfly, and even flows more smoothly than Agent J. However, the intricately crafted arrangements reveal a lack of strong melodies. This is the first time Jolin Tsai has released an album without a single song that has potential to become a pop hit. Apart from the production, there are no memorable elements, which is a critical flaw."[19]Tencent Entertainment's critic Shu Wa rated the album 3.8/5, stating: "While Myself features a gap between the content and its promotional concept, and its efforts to create a conceptual album seem somewhat lackluster, it still stands as a solid work in Tsai's catalog. The album's real issue lies in the overemphasis on the concept, which undermines its overall quality and amplifies the artist's internal struggles and contradictions."[71]Tencent Entertainment's critic Shui Shui rated the album 3.8/5, commenting: "In an era when everyone is experimenting with concepts, when a concept lacks depth, it loses its value. For instance, the five interlude tracks in this album seem uninspired, and the background voices and music appear to have been included just for the sake of the concept. If Tsai wanted to explore dance music, a non-stop mix would have seemed more professional. Simply adopting a concept does not guarantee that the album will feel unique."[72]
Accolades
On December 21, 2010, the music video for the song "Honey Trap" won the Youku Index Music Video of the Year at the BQ Top Winner.[73] On January 15, 2011, the song "Love Player" was named one of the Top 10 Most Popular Hong Kong/Taiwan Songs at the 2010 Baidu Boiling Point Awards.[74] On January 16, 2011, Tsai was awarded the Top 10 Singers at the 6th KKBox Music Awards.[75] On January 21, 2011, she received the Best Taiwanese Female Singer at the 10th China Original Music Pop Chart Awards.[76]
On February 2, 2011, Tsai was named one of the Top 10 Female Singers at the 2011 Super Star Awards.[77] On March 26, 2011, she won the Top Overseas Female Singer and the Top Overseas Singer at the 2nd My Astro Music Awards. Additionally, the song "Honey Trap" won Top Dance Song and Top 20 Songs, while "Love Player" was also recognized as one of the Top 20 Songs.[78]
On April 9, 2011, Tsai received the Most Popular Female Singer and the DJ's Favorite Artist at the 1st Global Chinese Golden Chart Awards. The song "Honey Trap" topped the Hit FM's chart and was named one of the Top 20 Songs.[79] On April 24, 2011, Tsai was awarded the Most Popular Hong Kong/Taiwan Artist of the Year at the Music Radio China Top Char Awards. "Honey Trap" also won the Most Played Song and Best Hong Kong/Taiwan Songs of the Year.[80]
On May 13, 2011, the music video for "Honey Trap" was nominated for Best Music Video at the 22nd Golden Melody Awards.[6] On June 24, 2011, Tsai won the Most Searched Female Singer at the 5th Migu Music Awards.[81] On August 17, 2011, she was named one of the Top 10 Most Popular Stars at the 2nd Top 10 Stars Award.[82] On December 14, 2011, Tsai was awarded the Most Popular Female Artist at the 3rd Yahoo! Kimo Popularity Awards.[83] On December 22, 2011, she received the Best Female Singer at the 1st Apple Daily Music Awards.[84]
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