I’ve been watching something brewing in the Sugababes camp for a few days.

If my radar is correct, Keisha and chums are growing unhappy that Girls Aloud are beating them out in the popularity stakes.

A number of articles and interviews have cited the Sugababes girls as:

• being dissatisfied with album sales for their latest record, Catfights And Spotlights
• feeling the record company haven’t promoted the album well.
• criticising Girls Aloud for owing more to the cult of celebrity than to superior songwriting.

Now, considering the two groups recorded a Children In Need single together and they both owe a debt to Xenomania for songwriting and production talent, it’s a bit rich them rounding on Girls Aloud right now.

My best guess is that they’re possibly hoping for a tabloid-style war of words to draw more attention to themselves. On one  hand, the Sugababes are telling the world they’re all about the songwriting and serious music. But on the other, they’re saying that titillating photos = better record sales?

Methinks the Sugababes ladies need to go away and learn a few things about being consistent.