Deliver (song)
Commentators wrote that classical Hollywood cinema, such as the 1953 film Gentlemen Prefer Blondes, inspired the video's style and the group's performance.
The vocals were recorded by Ronald (RD) Estrada at Westlake Studios in Los Angeles, produced by Parx and Phillips, and programmed by the Stereotypes.
[8] Rob Copsey of the Official Charts Company cited the composition as an example of how the group experiments with "vintage R&B-soul".
[10] Stereogum's Chris DeVille identified the song as "piano-powered [and] gospel-tinged", and compared it to R. Kelly's 2007 single "I'm a Flirt".
Lauren Jauregui identified it as "a song from the album that best shows off its R&B moments", and compared it to music released by Destiny's Child.
She described the single as reminiscent of 1990s R&B, specifically music recorded by Mariah Carey, and explained: "It's the direction and lane we were trying to touch.
It’s just so special to me, especially melodically, it’s so thick — like, the little pre-chorus, it’s like you’re bouncing off of the melody, but you’re not.Music critics praised "Deliver", with some citing it as an album highlight.
[16] Matt Collar of AllMusic praised it as a "sensual, '90s-style R&B anthem,[9] and Jon Caramanica of The New York Times wrote that it combined early Mariah Carey with contemporary trap and R&B.
[19] Discussing the Stereotypes' nomination for the Grammy Award for Producer of the Year, Non-Classical for the 60th Annual Grammy Awards in part for his work on "Deliver",[20][21][a] Nolan Feeney of Entertainment Weekly wrote that the Fifth Harmony song does not "feel nearly as essential in 2017" as the producers' other work.
[6] David Camarena directed the video,[22][b] which features the group performing the single while wearing matching black dress and gloves, diamonds, and "retro hairstyles".
[6][22] Daniel Kreps of Rolling Stone wrote that the group members appear in "full-on glam mode",[22] and Ashley Iasimone of Billboard summed up the video as "subtle, synchronized stage moves and beauty shots".
A reviewer for MTV praised the group's energy in the video, writing: "It is clear that Fifth Harmony are more confident and comfortable than ever before this era, and the music is way more enjoyable for it!
[16] Brent Furdyk of ET Canada likened the video's style to Marilyn Monroe's performance of the song "Diamonds Are a Girl's Best Friend" in the 1953 film Gentlemen Prefer Blondes.
