Camila Cabello has officially entered her new era with the release of the latest single “I Luv It” featuring Playboi Carti.
The star dropped the accompanying music video after she had been teasing the track for weeks. The Former Fifth harmony singer shared multiple snippets on social media of the track, executive produced by El Guincho (Rosalia, Bjork) and co-produced by Jasper Harris (Baby Keem, Jack Harlow).
The song features a prominent sample mined from Gucci Mane’s 2009 single “Lemonade,” and signals that her upcoming project could veer into PC Music territory.
The video for “I Luv It,” directed by Nicolás Méndez, is a surrealist assembly of vignettes, with Cabello drinking what looks like beer from a gas nozzle, clinging to a tall palm tree as a fireman cuts it down, and sitting in a hospital waiting room with an arrow stuck in her chest.
Cabello has been teasing the upcoming fourth studio album, potentially titled “C, XOXO.”
The singer last released “Familia” in 2022, which featured the singles “Don’t Go Yet” and “Bam Bam” as well as guest appearances from Willow and Ed Sheeran.
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Speaking to Paper Magazine, the star explained the song’s original inspiration.
“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,” she said. “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.”
During an early March episode on the Call Her Daddy podcast, the musician said the making of her upcoming album has been “such a journey.”
“It started off with me really having that intention of going back to how it started with me,” she told host Alex Cooper. “Sitting with myself, and really getting back to that first passion of songwriting.”
Fans saw the upcoming GRAMMY-nominee sent postcards to her fans, writing “C,XOXO” on the album, which is also written under her name. The writing has led to speculation from fans that the caption reveals the highly-anticipated album’s title.
Leading up to the new single, Cabello has cleared her Instagram account. The technique has been used frequently by artists like Taylor Swift and Dua Lipa as they gear up to release new music.
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