The accidental masterpiece born from a breakup and a bar encounter
In short: How does a song about a breakup become a global phenomenon? EMF's 'Unbelievable' blended classical guitar, flamenco, and hip-hop into a 'dizzying' pop hit. From a chance meeting with a legendary producer to a sample cleared for free in a bar, its success was as unpredictable as its sound.
The genesis of 'Unbelievable' was deeply personal. Guitarist Ian Dench composed the melody while cycling, ruminating on a recent breakup. His musical DNA—a mix of classical guitar and blues—manifested in a unique riff that transitions between blues and flamenco modes, reflecting what he described as the 'two conflicting sides' of his life. While singer James Atkin pushed for Detroit techno and Chicago house influences, Dench steered the track toward a crossover indie-dance sound.
The path to the charts was unconventional. Rather than heading to London for a label meeting, the band invited Virgin, Island, and EMI representatives to watch them perform live in the Forest of Dean. EMI eventually won the bidding. The track's distinctive production relied on clever sampling: the 'Oh!' shout came from comedian Andrew Dice Clay, while the 'What the... WAS that?' hook—long rumored to be from a Black Panther speech—was actually a syncopated section of Gylan Kain's 1970 spoken word song 'Silly Shit.'
A stroke of luck secured the song's commercial viability. During a trip to Los Angeles to clear the Dice Clay sample, Dench spotted Def Jam founder Rick Rubin in a bar. Rubin famously told him to 'Fax my office in the morning' and cleared the sample for free. The result was a multi-platinum hit that peaked at number one on the Billboard Hot 100 in 1991, earning a gold record in the US and becoming a permanent fixture in pop culture, from 'Jock Jams' to commercial ads.
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- Summary by Intellect · source: Unbelievable (EMF song)
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