Camila Cabello has released her new single “I Luv It” featuring Playboi Carti, marking the start of her new era in music. The track, executive produced by El Guincho and co-produced by Jasper Harris, samples Gucci Mane’s 2009 single “Lemonade” and hints at a potential shift into PC Music territory for her upcoming project. Cabello had been teasing the single on social media for weeks before its official release.
The music video for “I Luv It,” directed by Nicolás Méndez, is a collection of surreal vignettes featuring Cabello in various unusual situations. From drinking what appears to be beer from a gas nozzle to sitting in a hospital waiting room with an arrow in her chest, the video is visually captivating and adds another layer to the song’s meaning and themes.
Cabello is currently preparing for the release of her fourth album, “C, XOXO.” Her last release was the album “Familia” in 2022, which included singles like “Don’t Go Yet” and “Bam Bam” and featured guest appearances from Willow and Ed Sheeran. In a recent interview for Paper magazine, she discussed the inspiration behind “I Luv It,” describing it as a reflection of the intense emotions and chaos that come with passionate, chemistry-filled relationships.
The song captures the turbulent and exhilarating nature of romantic entanglements, with Cabello expressing her love for the chaos, passion, nerves, and excitement that come with intense connections. She acknowledges that these kinds of relationships may be unsustainable and exhausting but admits that she loves the thrill and emotional rollercoaster they bring. With “I Luv It,” she delves into the complexities of human emotions and relationships in a way that is both relatable and authentic.
Cabello’s collaboration with Playboi Carti on “I Luv It” adds a dynamic element to the track, blending their unique styles and energies to create a compelling and infectious sound. The sample from Gucci Mane’s “Lemonade” adds a nostalgic touch to the song while also giving it a fresh and contemporary feel. Overall, “I Luv It” showcases Cabello’s growth as an artist and her willingness to experiment with new sounds and genres in her music.
As she moves forward with her music career, Cabello’s fans can expect more innovative and boundary-pushing work from her. With “I Luv It” serving as the introduction to her new era, she is poised to make a lasting impact in the music industry and continue to evolve as an artist. Her dedication to artistic expression and storytelling shines through in this new single, setting the stage for what promises to be an exciting and transformative chapter in her musical journey.
