10 Minutes (Inna song)

"10 Minutes" is a song recorded by Romanian singer Inna for her debut studio album, Hot (2009), featuring Romanian trio Play & Win. It was released as the fifth single from the record on 25 January 2010. Written and produced by Play & Win members Sebastian Barac, Radu Bolfea and Marcel Botezan, "10 Minutes" is a synth-pop and electropop track stylized to fit the style of music consumed in the United States. Its style was also regarded as a departure from her past work by both Inna and one critic.

"10 Minutes"
One of the various cover artworks used to commercialize "10 Minutes" worldwide.
Single by Inna feat. Play & Win
from the album Hot
Released25 January 2010
Genre
Length3:19
Label
Songwriter(s)
Producer(s)
  • Barac
  • Bolfea
  • Botezan
Inna singles chronology
"Amazing"
(2009)		 "10 Minutes"
(2010)		 "Sun Is Up"
(2010)

Reviewers praised "10 Minutes" and deemed it as one of Inna's highlights in her career. The song was aided by an accompanying music video uploaded on 26 June 2010 onto the singer's YouTube channel. Shot by British director Paul Boyd in London, United Kingdom, it mainly portrays Inna residing at a club with fellow background dancers. For further promotion, Inna also performed "10 Minutes" on several occasions, including at the 2010 Romanian Music Awards and during her own Inna: Live la Arenele Romane gig in Bucharest, Romania in 2011. Commercially, the song was a modest hit, reaching the top 20 in a few countries.

Background and composition

"10 Minutes" was written and produced by Romanian trio Play & Win members Sebastian Barac, Radu Bolfea and Marcel Botezan, and they also received credit as featured artists.[3] It was sent to Romanian radio station Radio 21 on 25 January 2010, as the fourth single from Inna's debut studio album Hot (2009),[3] where it was played for the first time during the "Muzica Ta" ("Your Music") radio programme hosted by Marian Soci.[4] It was leaked before its release.[1] Several remixes were eventually released, including one by Play & Win which featured a horn section compared to Yolanda Be Cool and DCUP's "We No Speak Americano" (2010) by MuuMuse writer Bradley Stern.[5]

Musically, "10 Minutes" is a synth-pop and electropop track,[1] while acting as a departure from Inna's past work to fit the stye of music consumed in the United States.[2] In an interview with Romanian news television network Realitatea TV, Inna confessed: "It will not resemble any of my [previous] singles, it will be something else, the market is already getting enough of the same [sounds], and ['10 Minutes'] will not be slower, but rhythmed."[2]

Reception

"10 Minutes" received generally positive reviews from critics. Neeti Sarkar, writing for The Hindu, praised the dance nature of "10 Minutes",[1] while an editor of Romanian radio station Pro FM listed the song in their list of "16 hits with which Inna made history".[6] MuuMuse's Stern similarly commended the track, however pointing out Inna's Romanian accent, especially in the line "I'm gonna break even [the] law of [the] gravity to see you in [the] morning". He further compared the song to Cascada's works and to "Stilettos" (2010) by Sirens.[5]

Commercially, the single failed to achieve the success of its predecessors. On the native Nielsen Music Control chart, it peaked at number 11 in May 2010, acting as her first entry to not reach the top 10.[7] It earned 6,266 airplay spins on Romanian radio stations in 2010, being the 42nd most-broadcast song of the year.[8] On France's SNEP chart, "10 Minutes" entered at number eight as the highest new entry in December 2010, while simultaneously "Déjà Vu" (2009), "Amazing" (2009) and "Hot" (2008) were ranked at positions 21, 42 and 77, respectively. The song fell to number 11 the next week, while reaching its peak position again in January 2011.[9] "10 Minutes" further reached the top 10 in Czech Republic,[10] on the dance chart of Hungary,[11] and on ZPAV's Polish Airplay New component chart in Poland.[12]

Music video and promotion

An official music video for "10 Minutes" was uploaded onto Inna's official YouTube channel on 26 June,[13] preceded by the premiere of a teaser on 25 June 2010.[14] Reviewing the preview, an editor of Romanian website Urban.ro stated that "taking into account the director and the location, I was expecting more, but maybe the video will look better."[14] The clip was filmed by British director Paul Boyd in London, United Kingdom on 9 June 2010.[15] A behind-the-scenes video was also released subsequently on 16 June 2010.[15] The video begins with Inna doing her make-up in front of a mirror and continues with her dancing in a club and performing choreography with fellow background dancers.[13] Jonahan Harmad from French website Pure Charts thought that Inna "does not change a winning recipe: pretty girls, dancing and a club."[16]

In 2010, the song was performed at the Romanian Music Awards in a medley with "Amazing", "Señorita" (2010) and "Sun Is Up" (2010) on 10 July,[17] and at Kasho Club in Brașov, Romania on 28 December.[18] Another two performances followed in 2011, at the Viva Comet Awards on 24 February,[19] and during her own Inna: Live la Arenele Romane gig in Bucharest, Romania on 17 May, where she arrived by helicopter "like a diva".[20]

Track listing
  1. "10 Minutes (Play & Win Radio Edit Version)" – 3:19
  2. "10 Minutes (Play & Win Instrumental)" - 3:18
  3. "10 Minutes (Play & Win Remix)" – 4:07
  4. "10 Minutes (UK Radio Edit Version)" – 2:34
  5. "10 Minutes (Hi Def Radio Edit)" – 3:31
  6. "10 Minutes (Hi Def Club Remix)" – 5:24
  7. "10 Minutes (Hi Def Dub)" – 5:26
  8. "10 Minutes (Liam Keegan Radio Edit)" – 3:50
  9. "10 Minutes (Liam Keegan Club Remix)" – 6:59
  10. "10 Minutes (Liam Keegan Instrumental)" - 6:26
  11. "10 Minutes (DJ Feel Radio Edit)" – 3:37
  12. "10 Minutes (DJ Feel Club Remix)" – 6:33
  13. "10 Minutes (Chris Garcia Radio Edit)" – 3:37
  14. "10 Minutes (Chris Garcia Club Remix)" – 6:18
  15. "10 Minutes (Odd Radio Edit)" – 3:27
  16. "10 Minutes (Odd Club Remix)" – 6:03
  17. "10 Minutes (XNRG Radio Edit)" - 3:43
  18. "10 Minutes (XNRG Club Remix)" – 4:48
  19. "10 Minutes (Breeze & Klubfiller Remix)" – 5:12

Charts

Release and radio history
Region Date Format Label
Romania[4] 25 January 2010 Radio airplay N/A
Italy[29] 19 May 2010 Digital download DIY
United States[30] 2 November 2010 Ultra
United Kingdom[31]
France[32] 27 December 2010 CD single Airplay

Notes
  1. This acts as a summary of all versions of the single found on Hot and its digital and CD releases.

References
  1. Sarkar, Neeti (12 December 2011). "Beat street – Inna – Hot". The Hindu. Retrieved 22 November 2017.
  2. "Inna va cînta "altfel" după ce învaţă engleza" [Inna will sing in "another" way after she learns the English language] (in Romanian). Foaia Transilvania. 14 January 2010. Archived from the original on 7 April 2011. Retrieved 3 December 2017.
  3. Hot (Liner notes/ CD booklet). Inna. Bucharest, Romania: Roton (Barcode: 5948204431327). 2009.CS1 maint: others (link)
  4. "Inna lanseaza "10 Minutes" in "Muzica Ta"" [Inna releases "10 Minutes" during "Muzica Ta"] (in Romanian). Radio 21. 21 January 2010. Archived from the original on 25 January 2010. Retrieved 3 December 2010.
  5. Stern, Bradley (22 January 2011). "Hot Club Track of the Week: Inna - 10 Minutes". MuuMuse. Retrieved 29 May 2020.
  6. "16 hituri cu care Inna a facut istorie" [16 hits with which Inna made history] (in Romanian). Pro FM. Retrieved 10 June 2017.
  7. "Top 20 by Nielsen – week 17". Romanian Top 100. Uniunea Producătorilor de Fonograme din România. Archived from the original on 3 June 2010. Retrieved 4 November 2016.
  8. Paun, Toader (30 December 2010). "Topul celor mai difuzate piese în România în 2010". România Liberă (in Romanian). Archived from the original on 6 January 2011. Retrieved 23 October 2016.
  9. "Lescharts.com – Inna feat. Play & Win – 10 Minutes" (in French). Les classement single.
  10. "ČNS IFPI" (in Czech). Hitparáda – Radio Top 100 Oficiální. IFPI Czech Republic. Note: Change the chart to CZ – RADIO – TOP 100 and insert 201015 into search.
  11. "Archívum – Slágerlisták – MAHASZ" (in Hungarian). Dance Top 40 lista. Magyar Hanglemezkiadók Szövetsége.
  12. "Listy bestsellerów, wyróżnienia :: Związek Producentów Audio-Video". Polish Airplay New. Retrieved 31 March 2017.
  13. "Inna – 10 Minutes (Official Music Video)". YouTube. 26 June 2010. Archived from the original on 25 March 2016. Retrieved 3 December 2017.
  14. Scrisde Edi (25 June 2010). "Teaser videoclip Inna – 10 Minutes" (in Romanian). Urban.ro. Archived from the original on 25 September 2017. Retrieved 3 December 2017.
  15. Scris de Edi (16 June 2017). "Making of videoclip Inna – 10 Minutes" (in Romanian). Urban.ro. Archived from the original on 29 July 2017. Retrieved 3 December 2017.
  16. Hamard, Jonathan (11 August 2010). "Inna : le clip de son prochain hit "10 Minutes"" [Inna : the clip of her next hit "10 Minutes"] (in French). Pure Charts. Retrieved 3 December 2017.
  17. "On the road with Inna #89 Romania, Craiova – Romanian Music Awards 2010". YouTube. 11 July 2010. Retrieved 19 November 2017.
  18. "Inna a încins atmosfera în Kasho Club, din Braşov" [Inna was hot at the Kasho Club in Brașov]. Adevărul (in Romanian). 30 December 2010. Retrieved 3 December 2017.
  19. "On the road with Inna #127 Poland – 10 Minutes @ Viva Comet Awards 2011". YouTube. 25 February 2011. Retrieved 3 December 2017.
  20. Coman, Alina (18 May 2011). "Inna a uimit publicul prezent la Arenele Romane" [Inna has impressed the audience present at the Arenele Romane] (in Romanian). InfoMusic. Archived from the original on 20 March 2017. Retrieved 19 March 2017.
  21. "Ultratop.be – Inna feat. Play & Win – 10 Minutes" (in Dutch). Ultratip.
  22. "Ultratop.be – Inna feat. Play & Win – 10 Minutes" (in French). Ultratip.
  23. "Nederlandse Top 40 – Inna feat. Play & Win" (in Dutch). Dutch Top 40.
  24. "Dutchcharts.nl – Inna feat. Play & Win – 10 Minutes" (in Dutch). Single Top 100.
  25. "Listy bestsellerów, wyróżnienia :: Związek Producentów Audio-Video". Polish Dance Top 50. Retrieved 22 December 2011.
  26. "10 Minutes – Tophitru.com". Tophit. Retrieved 7 July 2015.
  27. "ČNS IFPI" (in Slovak). Hitparáda – Radio Top 100 Oficiálna. IFPI Czech Republic. Note: insert 201018 into search.
  28. "Top de l'année Top Singles 2011" (in French). SNEP. Retrieved 26 November 2020.
  29. "10 Minutes di Inna su Apple Music". iTunes Store. 19 May 2010. Retrieved 3 December 2017.
  30. "10 Minutes – Single by Inna on Apple Music". iTunes Store. 2 November 2010. Retrieved 3 December 2017.
  31. "10 Minutes – Single by Inna on Apple Music". iTunes Store. 2 November 2010. Retrieved 3 December 2017.
  32. 10 Minutes (Liner notes). Inna. France. (Barcode: 602527586083): Airplay Records. 2010.CS1 maint: others (link) CS1 maint: location (link)
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