Step into the time machine for a look back at EMF's genre-bending debut that took the world by storm.
The Song
"Unbelievable" is the electrifying debut single from British band EMF, released in the UK on October 22, 1990, and in the US in May 1991. It served as the lead single for their seminal debut album, Schubert Dip, which followed in 1991. The track is a vibrant fusion of alternative rock, dance-rock, and hip-house, capturing the zeitgeist of the early 90s with its infectious energy and pioneering use of samples.
The song was primarily written by guitarist Ian Dench, who reportedly conceived the melody during a hungover bicycle ride. Produced by Ralph Jezzard, "Unbelievable" is renowned for its prominent use of samples, most notably the "Oh!" and "It's unbelievable" exclamations from controversial American comedian Andrew Dice Clay, taken from his 1989 album Dice. The album version also features a distinctive "What the f--k was that!" sample, attributed to performance poet Gylan Kain, which surprisingly remained unedited in many broadcasts. Lyrically, the song conveys a sense of frustration and misunderstanding within a demanding relationship.
The Artist
EMF formed in October 1989 in the small town of Cinderford, nestled in England's Forest of Dean. The band's original lineup consisted of James Atkin (vocals), Ian Dench (guitars), Zac Foley (bass), Derry Brownson (keyboards/samples), and Mark Decloedt (drums). Their name, EMF, has been the subject of various interpretations. While often speculated to stand for "Ecstasy Mother F***ers" due to a lyric on the B-side of their debut single, the band offered the more innocuous explanation of "Epsom Mad Funkers," a name reportedly inspired by a New Order fan club.
The group quickly carved out a niche with their energetic blend of indie pop, hip-hop, and dance-rock. Remarkably, EMF was signed to EMI after playing only five live shows and without having produced a demo tape, a testament to their immediate impact and unique sound.
Chart Performance
"Unbelievable" proved to be an instant international sensation, marking EMF's breakthrough. In the United Kingdom, the single peaked at an impressive number three on the UK Singles Chart on December 1, 1990, and was the 30th best-selling single of that year.
Across the Atlantic, the song achieved even greater success, climbing to number one on the US Billboard Hot 100 on July 20, 1991, and also topping the Cash Box Top 100. It spent 14 weeks on the chart before reaching the top and finished as the #6 single overall for 1991 in the US. The track also performed well across Europe, reaching number eight on the Eurochart Hot 100, and was a top 10 hit in Australia and several European countries, as well as a top 20 hit in New Zealand. "Unbelievable" earned gold certification in the US, Australia, and Canada, and a silver certification in the UK.
Cultural Impact
"Unbelievable" left an undeniable mark on early 90s pop culture, becoming a defining anthem of the burgeoning indie-dance crossover scene. Its innovative blend of rock guitars, dance rhythms, and prominent samples showcased a new direction for popular music.
The song's enduring appeal is reflected in its numerous accolades and continued presence in media. It was honored with a BMI Pop Award in 1992 and has been recognized on several "greatest" lists: VH1 ranked it #31 on their "100 Greatest One-Hit Wonders" in 2002 and #98 on "100 Greatest Songs of the 90s" in 2007. Rolling Stone magazine included it at number 12 in their "20 Biggest Songs of the Summer: The 1990s" list in 2014. The track has been featured in various films, including Coyote Ugly and Space Jam, and numerous television commercials, cementing its place as an iconic 90s staple.
Fun Facts
- The music video for "Unbelievable" was directed by Josh Taft.
- The video was filmed in September 1990 at The Guildhall in Gloucester, the band's home county.
- Attendees at the video shoot recalled the band performing the song "over and over again" to capture all the necessary footage.
- During the video shoot, glitter fluttering from the ceiling got stuck to the floor due to a "lake of beer" that had dried out.
- "Unbelievable" holds the distinction of being the 1000th #1 hit in Billboard's chart history.
- The lyric "Your purple prose just gives you away" refers to overly elaborate or exaggerated writing (or speech) used to manipulate emotions or arguments.