Do It in the AM
| Do It in the AM | ||||
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| Studio album by Frankmusik | ||||
| Released | 23 September 2011 | |||
| Recorded | 2009–11 | |||
| Genre | ||||
| Length | 43:41 | |||
| Label | Island | |||
| Producer | ||||
| Frankmusik chronology | ||||
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| Singles from Do It in the AM | ||||
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| Professional ratings | |
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| Aggregate scores | |
| Source | Rating |
| Metacritic | (58/100) |
| Review scores | |
| Source | Rating |
| Allmusic |    |
| The Independent | (favourable) |
| musicOMH | |
Do It in the AM is the second studio album by English recording artist Frankmusik. It was released in the United Kingdom on 26 September 2011 by Island Records. Preceding its release, the album's eponymous official lead single "Do it in the AM", which features labelmates Far East Movement, was released in the US on 3 May 2011 and in the UK on 1 August 2011. The album's title was revealed in a press release issued on Frankmusik's Myspace page.
On 29 September 2009, Frankmusik stated on his Twitter page that he had begun working upon new material for Do it in the AM. In November 2009, he moved to Los Angeles because he "wanted to sever any semblance of a safety net." He later stated in an interview that he made the move to LA because he "needed to have a fresh start, just to keep creative. Keep the story interesting, you know? Just move on." In 2010, it was announced that Frankmusik had been signed to Cherrytree Records, an imprint of Interscope Records, by its founder, Martin Kierszenbaum.
By the end of 2010, Frankmusik had already announced the release of a promo single off the record, "The Fear Inside".
Upon comparing Do It in the AM to his debut album, Complete Me (2009), Frankmusik stated:
It's a different record, I'll give you the heads up. [...] You're looking at me in a completely different place now, internally and externally. I was in London and I didn't know what I was doing. I was just starting out and there was a real rawness to that record. This new record has got a bit more finesse to it. It's got a bit of an American twang to it, 'cause fuck it; I'm in America. What do you expect? Complete Me had a bit of that London, kind of edgy, alternative feel to it. So I've tried to progress; I've finessed the songwriting, the songs are a lot more punchy. They're a bit more concise. So when people are gonna say it isn't me, "Frankmusik sold out," I'll just say "No, Frankmusik got more fucking concise," and they can suck a dick.
In that same interview, he also stated that "there's a lot of 'twinsies' kind of tracks on the album. I have, like, this one week of being in this one particular zone, into this one sound, so there's a lot of tracks that are kind of like grouped." He cited "The Fear Inside" and another song off the album, "Running", as prime examples of this concept. In an interview with Digital Spy, he expressed interest in working with fellow English singer-songwriter Ellie Goulding on a track for the album. Frankmusik worked previously with Goulding to produce the song "Wish I Stayed" on her debut album Lights.
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