Pow (Elvana Gjata song)

"Pow" is a song by Albanian singer and songwriter Elvana Gjata. The song was written by Gjata, Denk and Tonic, while produced by Andy Gramm and Panda. Loudcom Media under exclusive license from East Music Matters released it as a single for digital download and streaming on 11 February 2022. It is an Albanian-language R&B and urban song, exploring the story of a heartbroken and disappointed woman.

"Pow"
Single by Elvana Gjata
Language	Albanian
Released	11 February 2022 (2022-02-11)
Genre	R&B urban
Length	2:55
Label	East Music Matters Loudcom Media
Songwriter(s)	Elvana Gjata Denk Tonic
Producer(s)	Andy Gramm Panda
Elvana Gjata singles chronology
"Ska" (2022) "Pow" (2022) "Ex" (2022)
Music video
"Pow" on YouTube

Upon release, "Pow" garnered positive reviews from selected music critics, with praise concentrated on Gjata's appearance and vocal delivery. An accompanying music video was uploaded to Gjata's YouTube channel on 10 June 2021, depicting her in various locations in New York City. Commercially, the song achieved success, ranking number three in Albania.

Background and composition

On 2 February 2022, Gjata uploaded a preview on her Instagram, teasing "Pow".^[1][2] In the description, the singer announced the single's release date scheduled for 11 February 2022.^[1] "Pow" was made internationally available as a single for digital download and streaming on the announced date by Loudcom Media under exclusive license from East Music Matters.^[3] It was written by Gjata in collaboration with Denk and Tonic, while produced by Andy Gramm and Panda.^[4][5] Musically, "Pow" was noted by critical commentary as a "melancholic" Albanian-language R&B and urban song with a "charming retro" atmosphere.^[6] Lasting two minutes and 55 seconds, it lyrically tells the tale of a heartbroken woman, who has been disappointed by love.^[3][7]

Reception

Upon release, "Pow" was met with positive reviews from selected music critics. In a review for Illyrian Pirates, the author praised the song's nature as well as Gjata's "smooth" and "passionate" vocal delivery^[6] and further went on to emphasise her "beautiful" voice, which, according to them, makes the song "irresistible".^[6] A writer for Dosja concluded that the lyrics are the most focusing point of the song, while an editor from Top Music highlighted "Pow" out as perhaps one of the singer's best songs.^[7][8] Commercially, on the Swiss singles chart, the song debuted at number 98 for the week ending 20 February 2022, and trended on the Swiss Spotify chart.^[9][10] In the year 2022, Top Albania Radio included the song in its year-end compilation of the top songs, positioning it at number 32.^[11]

Music video

Scenes from the music video were filmed at the York Street station in New York City.^[6]

A music video for "Pow" was uploaded to Gjata's official YouTube channel on 10 June 2021 at 23:59 (CET).^[12][13][5] The nearly three-minute long video was directed by Albanian photographer Erald Kraja, who also received credit as the director of photography with Georgian Cinematographer Lasha Nebieridze.^[5] Filmed in New York City, the video contains scenes of Gjata performing at different locations across the city, including the York Street station.^[6]

Labeling the video as "stunning", the author of Illyrian Pirates attended to commend Gjata's fashion as "stylish".^[6] Giannis Dimitrellos from Mikropragmata similarly complimented the singer's appearance, describing it a "fresher" version of American singer Fergie during her Black Eyed Peas period.^[14] From Njeshi, the writer further praised the singer's fashion, while on a similar note, the staff of Gazeta Metro lauded her style, noting the use of springtime colors.^[15][16]

Credits and personnel

Credits adapted from Tidal and YouTube.^[4][5]

• Elvana Gjata – composing, songwriting, vocals
• Andy Gramm – composing, songwriting
• Denk – composing, songwriting
• Koen Heldens – mastering, mixing
• Panda – producing
• Tonic – composing, songwriting

Charts

Chart performance for "Pow"

Chart (2022)	Peak position
Switzerland (Schweizer Hitparade)[9]	98

Release history

Release dates and formats for "Pow"

Region	Date	Format(s)	Label(s)	Ref.
Various	11 February 2022	Digital download streaming	EMM Loudcom Media	[3]

References

1. Dervishi, Anja (3 February 2022). "Elvana Gjata feston sot ditëlindjen e saj, së shpejti vjen me një surprizë për ne!" (in Albanian). Top Albania Radio. Archived from the original on 10 February 2022. Retrieved 10 February 2022.
2. "Elvana Gjata paralajmëron projektin e radhës" (in Albanian). Radio Televizioni i Kosovës (RTK). 3 February 2022. Archived from the original on 10 February 2022. Retrieved 10 February 2022.
3. Citations regarding the release of "Pow" by Elvana Gjata in various selected countries:

   • "Pow – Single by Elvana Gjata". Apple Music (Kosovo). 11 February 2022. Archived from the original on 11 February 2022. Retrieved 11 February 2022.
   • "Pow – Single by Elvana Gjata". Apple Music (Switzerland). 11 February 2022. Archived from the original on 11 February 2022. Retrieved 11 February 2022.
4. "Pow / Elvana Gjata – Tidal". Tidal. Retrieved 11 February 2022.
5. Elvana Gjata – Pow | Official Music Video. YouTube. 11 February 2022. Archived from the original on 11 February 2022. Retrieved 11 February 2022. Note: Open description for credits.
6. "'Pow' by Elvana Gjata". Illyrian Pirates. 19 February 2022. Archived from the original on 7 March 2022. Retrieved 19 February 2022.
7. "'Nuk ka pas dashni'/ Kush e lëndoi Elvana Gjatën? Këngëtarja i 'flet' dashurisë: Je djall!". Dosja (in Albanian). 11 February 2022. Archived from the original on 15 February 2022. Retrieved 20 February 2022.
8. "Java me më shumë hyrje të reja në 323 javë 'The Top List'!" (in Albanian). Top Channel. 20 February 2022. Archived from the original on 20 February 2022. Retrieved 20 February 2022.
9. "Elvana Gjata – Pow". Swiss Singles Chart. Retrieved 20 February 2022.
10. "Schweizer Spotify Charts – 12 Februar 2022" (in German). Swiss Hitparade. 12 February 2022. Archived from the original on 14 February 2022. Retrieved 19 February 2022.
11. "Top 100 Songs of 2022" (in Albanian). Top Albania Radio. Archived from the original on 10 December 2023. Retrieved 10 December 2023.
12. Reka, Sindi (10 February 2022). "Menjëherë pas bashkëpunimit me Mozzik, Elvana Gjata paralajmëron projektin e rradhës që do të publikohet shumë shpejt!" (in Albanian). Top Albania Radio. Archived from the original on 12 February 2022. Retrieved 12 February 2022.
13. "Elvana Gjata me projekt të ri muzikor?" (in Albanian). A Tv. 10 February 2022. Archived from the original on 10 February 2022. Retrieved 10 February 2022.
14. Dimitrellos, Giannis (17 February 2022). "Η pop star Elvana έχει ξεφύγει από τα σύνορα της Αλβανίας". Mikropragmata (in Greek). Archived from the original on 17 February 2022. Retrieved 19 February 2022.
15. "Elvana Gjata publikon këngën 'Pow'". Njeshi (in Albanian). 11 February 2022. Archived from the original on 20 February 2022. Retrieved 20 February 2022.
16. "Elvana Gjata sjell edhe një këngë: Vidoeklipi mori shumë vëmendjen". Gazeta Metro (in Albanian). 11 February 2022. Archived from the original on 18 February 2022. Retrieved 20 February 2022.