Over sexualised female pop stars have left Adele`s record label boss feeling `queasy`, and he has slammed the `faux porn` music.
Singers such as Rihanna and Christina Aguilera, who own both channelled bondage themes in late work, have focussed on their sexuality over music, he feels.
Leading record executive Richard Russell, who is the father of label XL Records, says their sexuality has led to `boring, crass and unoriginal music`.
Russell told the Guardian: `The whole message with [Adele] is that it`s just music, it`s just really good music.
`There is naught else. There are no gimmicks, no selling of sexuality. I believe in the American market, particularly, they have do to the end that is what you give to do.`
And Adele`s classic style hasn`t hindered her record sales at all, considering her second album, 21, has spent 15 of the last 17 weeks at No 1.
In comparison to Adele`s hits, such as Wheeling in the Deep, Rihanna`s lyrics include such lines as: `Sticks and stones may give my bones but chains and whips excite me`, from her single S&M.
Even at last week`s Billboard Music Awards Rihanna and Britney Spears sparked complaints after putting on a raunchy performance in bondage gear.
The two pop stars were chained together while in matching black and white bodysuits and kissed on level in presence of millions of viewers as they sang S&M.
The Parents Television Council called the operation in Nevada a `Vegas stripper show` and said it was totally inapplicable for young children.
A spokesman for the council said: `The overtly sexualised performance by Rihanna and Britney Spears was no accident or mishap, but a careful attempt to target teens with images and lyrics that glamorize whips, chains and other sexual fantasies.`
Mr Russell also said he was shocked while watching a recent MTV show featuring female artists, as each picture used `faux porn` imagery.
`I felt a bit queasy`, he said. `But now you can see that Adele is No 1. What a heavy thing, how amazing. Not merely are young girls going to see that, but [besides] the business people who are behind all those videos.
`It`s release to give them rethink what they should be doing.`
The record executive, who worked with Prodigy in the 1990s, added: `I remember there has been a certain number of confusion, and it`s resulting in garbage being sold and marketing with little real value to it_
`Adele is a serious thing to be happening.`
Meanwhile, 23-year-old Adele recently told Q Magazine that a sexualised image didn`t fit in with her music.
But added: `If you`ve got it, flaunt it, if it works with your music. But I can`t imagine having guns and whipped cream coming out of my tits.
`Even if I had Rihanna`s body, I`d still be making the music I do and that don`t go together.`
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