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I Luv It (Camila Cabello song)

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"I Luv It"
Blurry, mostly tan-toned, photo of a woman's cleavage; her left hand, with decorated nails, placed on her left breast
Single by Camila Cabello featuring Playboi Carti
from the album C, XOXO
ReleasedMarch 27, 2024 (2024-03-27)
Genre
Length2:55
Label
Songwriter(s)
Producer(s)
Camila Cabello singles chronology
"Ku Lo Sa"
(2022) 		"I Luv It"
(2024)
Playboi Carti singles chronology
"Type Shit"
(2024) 		"I Luv It"
(2024)
Alternative cover
A young woman with long bleached hair, decorative nails, and make-up sticks her middle finger into her mouth as she looks to her left (blurred background of store shelf at a diagonal).
Alternative cover used in China[3]

"I Luv It" is a song by American singer Camila Cabello featuring American rapper Playboi Carti, from Cabello's forthcoming fourth studio album C, XOXO. It was released as the lead single on March 27, 2024, through Geffen Records and Interscope.[4] The song samples Gucci Mane's "Lemonade" and interpolates the chorus of Rihanna's "Cockiness (Love It)".[5] The hyperpop sound of the song marks a new direction for the singer.

Background and promotion

"Certain things in our human realm do make me feel like I’m in outer space, and the very rare few times where I’ve had incredible chemistry with someone is one of them... Part of that cocktail is also the emotional drama between you and that person, and the chaos and butterflies and nerves and passion. It’s unsustainable and not peaceful and exhausting, but also, I luv it."

–Cabello discussing the song in a press release for "I Luv It"[6]

Cabello first started teasing the song on March 5, 2024, which widely received comparisons to British singer Charli XCX's song, "I Got It".[7] A clip posted to her social media features the singer with blonde hair repeating the chorus over an "electro instrumental".[8] On March 22, American singer Lana Del Rey promoted the song through her Instagram account.[9][10] Cabello announced the single and shared the artwork on March 25.[11]

On March 27, 2024, the music video directed by Nicolás Méndez, the founder of Canada, and produced by the company, premiered along with the song.[12]

Composition

"I Luv It" was described by writers for Rolling Stone and Stereogum as hyperpop and "hyperactive avant-pop", respectively.[13]

Music video

The Nicolás Méndez-directed music video contrasts a scene of Cabello eating from a whole chocolate cake with different nightmarish sequences of her, including sprinting away from dogs, getting beaten up in a wrestling match, being stuck at the top of a palm tree, and lying mangled on a car. Cabello is seen shooting up a king-sized bed with an imaginary automatic firearm. Playboi Carti's appearance alongside Cabello in a gas station convenience store is preceded by an exterior nighttime shot of Cabello dancing blindfold with a group of women. The video ends with Cabello waiting for medical treatment, having been shot through the heart by Cupid's arrow.

Critical reception

"I Luv It" received mixed reviews from music critics upon its release, most of whom opined on her change in sound from conventional pop to alternative hyperpop. In a positive review, Robin Murray of Clash complimented the song's "colossal sense of acceleration" and "hyper-colorful production".[14] In a negative review, Alphonse Pierre of Pitchfork described Cabello's switch to hyperpop a "failed experiment", referring to the song multiple times in the review as "nonsense".[15] Steffanee Wang of Nylon further commented on the shift in Cabello's sound, stating her effort "feels so transparently calculated you can almost visualize all the decks, emails, and vision boards, but she also commits to it all so hard you have to give her credit".[16]

Credits and personnel

Charts

Chart performance for "I Luv It"
Chart (2024) Peak
position
Ireland (IRMA)[17] 71
New Zealand Hot Singles (RMNZ)[18] 9
Sweden Heatseeker (Sverigetopplistan)[19] 20
Switzerland (Schweizer Hitparade)[20] 66
UK Singles (OCC)[21] 61

Release history

Release dates and formats for "I Luv It"
Region Date Format Label Ref.
Various March 27, 2024
[22]
Italy April 4, 2024 Radio airplay Universal [23]

References

  1. ^ Mier, Tomás. "Camila Cabello Drops Long-Teased Single 'I Luv It' Featuring Playboi Carti". Rolling Stone. Retrieved March 27, 2024.
  2. ^ Breihan, Tom. "Camila Cabello – "I Luv It" (Feat. Playboi Carti)". Stereogum. Retrieved March 27, 2024.
  3. ^ Camila Cabello (March 27, 2024). "I LUV IT (feat. Playboi Carti)". Spotify. Retrieved April 1, 2024.
  4. ^ Saponara, Michael (March 27, 2024). "Camila Cabello Indulges in Life's Chaos With Playboi Carti for Eccentric 'I Luv It' Video: Watch". Billboard. Retrieved March 27, 2024.
  5. ^ "Camila Cabello – I LUV IT Samples". Genius. Retrieved March 28, 2024.
  6. ^ Schube, Will. "PLAYBOI CARTI & CAMILA CABELLO TEAM UP ON NEW SINGLE 'I LUV IT'". Hip Hop DX. Retrieved March 28, 2024.
  7. ^ Reece, Adrianne (March 8, 2024). "Camila Cabello is so over the Charli XCX comparisons: "F*ck off"". Elite Daily. Retrieved March 25, 2024.
  8. ^ Johnson, Christopher (March 6, 2024). "Camila Cabello teases her new single "I luv it"". WECB. Retrieved March 25, 2024.
  9. ^ Peters, Mitchell (March 24, 2024). "Lana Del Rey Hypes Up Camila Cabello's New Song: "I Luv It"". Billboard. Retrieved March 25, 2024.
  10. ^ "Instagram". www.instagram.com. Retrieved March 25, 2024.
  11. ^ "I LUUVVVV ITTTTT 3.27 at 12p et 🫶🫶🫶🫶🫶🫶🫶🫶🫶🫶🫶🫶". Retrieved March 25, 2024 – via Instagram.
  12. ^ "Watch Chaos Ensue in Camila Cabello's Music Video for 'I Luv It' as an Arrow Is Shot Through Her Heart". Peoplemag. Retrieved March 27, 2024.
  13. ^ Breihan, Tom. "Camila Cabello – "I Luv It" (Feat. Playboi Carti)". Stereogum. Retrieved March 27, 2024.
  14. ^ Murray, Robin. "Camila Cabello Returns With New Sizzler 'I Luv It'". Clash. Retrieved March 28, 2024.
  15. ^ Pierre, Alphonse. ""I LUV IT"". Pitchfork. Retrieved March 28, 2024.
  16. ^ Wang, Steffanee. "CAMILA CABELLO'S "I LUV IT" COMMITS TO THE BIT". Nylon. Retrieved March 28, 2024.
  17. ^ "IRMA – Irish Charts". Irish Recorded Music Association. Retrieved April 6, 2024.
  18. ^ "NZ Hot Singles Chart". Recorded Music NZ. April 8, 2024. Retrieved April 5, 2024.
  19. ^ "Veckolista Heatseeker, vecka 14". Sverigetopplistan. Retrieved April 5, 2024.
  20. ^ "Camila Cabello feat. Playboi Carti – I Luv It". Swiss Singles Chart. Retrieved April 7, 2024.
  21. ^ "Official Singles Chart Top 100". Official Charts Company. Retrieved April 5, 2024.
  22. ^ "Playboi Carti Pops Out on Camila Cabello's "I LUV IT"". Hypebeast. March 27, 2024. Retrieved March 28, 2024.
  23. ^ Farnè, Alessandro (March 28, 2024). "Camila Cabello - I LUV IT (feat. Playboi Carti) (Radio Date: 04-04-2024)". EarOne (in Italian). Retrieved March 28, 2024.
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