Camila Cabello is making a transition into hyperpop with her new single I Luv It featuring Playboi Carti.
On Wednesday, Cabello dropped a music video directed by Nicolás Méndez – the man behind Rosalía and Travis Scott’s TKN music video – where we see the singer strung out across a crushed car, sipping on a cup of gasoline, and alongside Carti in a gas station convenience store.
“Supersonic in your orbit,” Camila sings in the first verse. “And I’m bad, diabolic.”
This is the first time the former Fifth Harmony singer taps Carti for a feature, and though she has worked with rappers like Young Thug and Da Baby in the past, collaborating with the Atlanta rapper who is known for his alternative sound, will open her up to a market of new fans. The first sign she was trying to reach a new market: she dyed her hair blonde.
Her hair changed and so did her music, something which Cabello completely leans into with Charli XCX sounding vocals and a visual aesthetic that incorporates fashion trends like boxing sportswear and Y2K clothing. And if you had any doubts about her commitment to change, she gives Carti free reign on the track with his new, low-pitched vocal style.
“All this novocaine got ’em numb to the drugs now, “ Carti raps in his verse before the close of the song. “Movin’ on Mary Jane, I feel burnt out like the sun now.”
In addition to aligning herself alongside Carti, the Havana singer has teamed up with one of music’s most innovative producers.
Cabello’s next album, a follow up to her 2022 project Familia, will feature songs by Rosalía’s producer El Guincho, who has worked with artists like The Weeknd and Travis Scott. I Luv It, which was produced by El Guincho, is an example of how the Spanish producer is pushing Cabello’s sound and songwriting into new realms, which shines in moments like her sharp use of a lyrical interpolation from Gucci Mane’s 2009 song Lemonade.
This is the second time Carti features in a pop song. The first time he did so was in a short cameo-like appearance on The Weeknd’s song Popular, which was released before the premiere of the Canadian’s television acting debut on HBO’s The Idol directed by Sam Levinson from Euphoria.
Carti is gearing up to release his next album soon and has been consistently sharing new music on his record label’s Instagram and his artist YouTube channel. His most recent release, Ketamine, is an Instagram exclusive song, but I found it on YouTube for your viewing pleasure.
What do you think about Cabello and Carti’s song? Do you luv it? Send us a tweet sharing your thoughts.