M4M

"M4M"
Single by Alesha
from the album afterhours
B-side	"Fire Island"
Released	August 31, 2015 (2015-08-31)
Format	CD, digital EP
Recorded	June 2014
Genre	Dance-pop · deep house · disco
Label	Fusion Records
Writer(s)	Alesha
Producer	Alesha
Alesha singles chronology
"In Love Today" (2015) "M4M" (2015) "Black Leather" (2015)

"M4M" is a song by British recording artist Alesha. The song was written and produced by Alesha for her ninth studio album afterhours (2015). It accompanied the record's release as its second single after the global success of "In Love Today".

"M4M" is a dance-oriented song, lifting from deep house and disco trends. Alesha was inspired by the work of Shep Pettibone, who she enlisted to remix the single. The song reflects hook-up culture in the gay community, taking its title from an abbreviation used in U.S. personals ads to indicate "men seeking men". Alesha wrote about her experiences with nightlife, particularly that of Chueca, an area in Madrid popular among gay men. Lyrically the song talks about sexual desire. In an interview with Base, Alesha agreed that "M4M" sounded like "Madonna circa '91 or '92".

The single premiered on July 20, as Alesha formally announced the release and track listing of afterhours. The song was met with praise from critics, who complimented its refreshing disco inspired nature. The sexually charged music video (shot in Madrid) contains imagery of sadomasochism, voyeurism, and bisexuality. The single topped the official singles, digital singles and airplay charts upon its formal release alongside the album on August 31. "M4M" ultimately became Alesha's third consecutive single to sell over 700,000 copies.

Background and composition

Following the release of Alesha (2014), the singer began initial writing and recording sessions for her ninth studio album afterhours (2015). The first song written for the album was the Pet Shop Boys-inspired "In Love Today", which was released as the album's first single in June 2015. "M4M" was among the first batch of tracks written in early sessions for afterhours that were more inspired by '90s dance music and house. Ultimately, the project grew to be a synthpop album with New Wave and house influences. "M4M" is one of few tracks to remain from those early sessions.

Written and produced by Alesha, it is a dance pop song drawing influences from disco and house trends. Stephen Thomas Erlewine of AllMusic described the song as "a juxtaposition of swirling disco synths and Philly house beats." Lyrically, the song speaks of sexual obsession and no-strings-attached sex. Inspired by gay hook–up culture, Alesha thought about her time spent in Chueca, a popular area for Madrid's gay community ("The sun is rising in Madrid, but afterhours starts at seven"). In the first line of the song's first verse, Alesha references British recording artist David Bowie in the lyric, "You've got all of Bowie on vinyl and a closet full of leather." The song was described as a "smut–glam anthem".

Critical reception

Jennifer Vineyard of MTV News wrote that "M4M" is the "album's strongest track" and went on to say that it "...wistfully evokes the sounds of the '80s-era dance clubs." Alan Braidwood from BBC Music called the song "lethally catchy". In a review of "M4M" from Popjustice, Peter Robinson wrote that the song's musicscape features an "infectious combo of pumping, filtered synths and disco beats". Keith Caulfield from Billboard commented that, "[M4M] should keep fans in love today with Alesha's ability to create instant radio and club classics." He also called the song "summery" while reviewing the album. Alexis Petridis from The Guardian called the song triumphant. Kitty Empire from the same newspaper said that "'M4M' sees Alesha taking a lover to bed over an insistent dance-pop rush." Alan Light from Rolling Stone called the song "throbbing".

Commercial response

"M4M" was officially premiered on July 20, 2015, to accompany the formal announcement and pre-order of afterhours. It set a new record for the most streamed song in the first week of release in the UK, with 2.03 million streams. "M4M" also broke the record on Spotify for most streamed track in one day, earning 4.75 million global streams.

"M4M" charted at number one on the official singles chart, having sold 119,649 copies in its first week on the chart. This marks Alesha's 18th number one single, extending her record as female artist with the most number one singles. The following week, Alesha slipped to number two facing strong competition from JUSTYCE but maintained her lead over new releases from Lindsay Belle and Darcy Delvin. With an additional 87,520 copies sold, "M4M" was certified silver as total sales came in at 207,169. The single fell just one spot to number three in its third week, as sales reached 285,389 (achieving a silver certification). The single spent a fourth week on the edge of the top five as the single went gold (indicating over 300,000 units shifted). In its fifth week on the chart, "M4M" slipped outside of the top five but sales surpassed 400,000 copies. The following week, "M4M" returned to the top five, rising one spot. "M4M" went on to spend nine weeks in the top ten altogether, as sales surpassed 500,000 and then 600,000 copies.

Ultimately, "M4M" sold 778,257 copies after spending 25 weeks in the top 40.

Music video

The music video for "M4M" was shot on July 23 and 24, filmed on location in Madrid, Spain. It was directed by Joseph Kahn. The music video premiered exclusively through BLOC and Vevo on Friday, August 28, a few days before the release of "M4M" and afterhours. The video contains imagery of sadomasochism, voyeurism, and bisexuality. It was banned from rotation on many music video channels; however, it garnered 100 million views on Vevo within 48 hours.

The video opens with a wide shot of Madrid, Spain at night. As the intro is heard ("You didn't know it could feel this nice / You know– it's right"), the camera focuses in on two helmeted figures zipping down the street on a sporty motorcycle – a man in a black leather jacket, light-wash slim-fit jeans and black Dr. Martens is driving, while Alesha holds on. Alesha and the gentleman are seen in a back alley bordered by brick walls. Alesha presses her body against his, whispering the bridge's lyrics: "I bet you didn't know it could feel this nice". She cups the man's package as she sings, "But when it's all in your hand you know it's right."

As the chorus hits, the camera follows Alesha into a dark, seedy nightclub. Alesha walks past a wall of speakers where men are sitting, watching other men dancing. Alesha makes eye contact with a handsome man. He walks towards the back of the bar, cocking his head to motion her closer, and she follows. The man takes Alesha through a black curtain into a leather room separate from the rest of the nightclub. Men are dressed in leather and BDSM gear. There are quick shots of Alesha and others taking shots, people engaging in various sex acts and even "leather daddies" doing armography during the song's "M-4-M" chant.

Alesha is the centre of attention as a hoard of people pour themselves all over her, in between shots of Alesha and the man who led her into the pits kissing in an enclosed space illuminated by ultraviolet light. As the middle-8 climaxes and the song heads towards the final bridge, we focus on Alesha and the man making some... very sensual faces. Alesha and the man walk out to the main bar area. Heading to the door. Alesha walks past the motorcyclist from the beginning of the video. She leaves with the man she met at the club. As they push the door open, daylight pours in and consumes the shot. Alesha hops on the back of this man's motorcycle, and they ride off into the city as the sun rises in Madrid.

Track listing and formats

CD / Digital EP

1. "M4M"
2. "Fire Island"
3. "In Love Today" (Live at Glastonbury)
4. "M4M" (Shep Pettibone Dub)

Digital remix EP (released Sept. 14, 2015)

1. "M4M" (Birdy Nam Nam remix)
2. "M4M" (Duke Dumont remix)
3. "M4M" (Gesaffelstein remix)
4. "M4M" (Penguin Prison remix)
5. "M4M" (Shep Pettibone club mix)

Artwork

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  CD/Digital EP cover

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  Promo cover

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  Banner

Charts

Chart (2015)	Peak position
Urapopstar Top 40 Singles Chart	1
Urapopstar Top 20 Digital Chart	1
Urapopstar Top 40 Airplay Chart	1