Camila Cabello has officially entered her new era with the release of the single “I Luv It” featuring Playboi Carti along with an accompanying music video.
The former Fifth Harmony member has been teasing the single for weeks, uploading snippets of the track onto social media. The track, executive produced by El Guincho (Rosalia, Bjork) and co-produced by Jasper Harris (Baby Keem, Jack Harlow), 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 is currently gearing up for the release of her fourth album “C, XOXO.” She 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. She recently spoke about “I Luv It” for a cover shoot with Paper magazine, explaining the song’s original inspiration.
“Certain things in our humanrealm do make me feel like I’m in outer space, and the very rarefew times whereI’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.”
