I Luv It (Camila Cabello song)

"I Luv It" is a song by American singer Camila Cabello and American rapper Playboi Carti. It was released through Geffen and Interscope Records on March 27, 2024, as the lead single from Cabello's fourth studio album C,XOXO. A hyperpop, avant-pop and electropop song, "I Luv It" samples the chorus of Gucci Mane's 2009 song "Lemonade" into its own chorus.

Upon release, it received mixed reviews from music critics, who commented on the artist's shift from conventional pop to alternative hyperpop. Some praised the song's energetic production, while another considered the change in style a "failed experiment", appreciating its departure from overly serious pop music.

Background and promotion
Cabello first started teasing the song on March 5, 2024, which widely received comparisons to British singer Charli XCX's song "I Got It" (2017). A clip posted to her social media features the singer with blonde hair repeating the chorus over an "electro instrumental", while hanging out of a moving car which fans compared to a scene from Hereditary (2018). XCX acknowledged the comparisons to "I Got It" by recreating Cabello's car video using her own song, which was perceived as a "mockery" or a "jab". Cabello, however, reposted the video and embraced the comparisons in an interview for Paper, expressing admiration for XCX and dismissing the feud allegations. On March 22, American singer Lana Del Rey promoted the song through her Instagram account.

Cabello announced the single and shared the artwork on March 25. 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.

Composition
"I Luv It" was described by writers for Rolling Stone and Stereogum as hyperpop and "hyperactive avant-pop", respectively. Official Charts Company called it "a glitchy and reverb-soaked electro-pop tune," comparing it with early Grimes music as well as the sound of Charli XCX's collaborations with electronic music collective PC Music and her mixtape Pop 2. The song prominently interpolates the chorus of Gucci Mane's 2009 song "Lemonade" into its own chorus.

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.

Live performances
Cabello performed "I Luv It" live for the very first time, along with Lana Del Rey in the opening night of the second weekend at Coachella 2024, which is her debut performance at Coachella. Cabello performed it again on The Tonight Show Starring Jimmy Fallon on June 12.

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". In a mixed review, Alphonse Pierre of Pitchfork described Cabello's switch to hyperpop a "failed experiment", however noting that "while quite a few of the mega, mega pop stars are begging to be taken so seriously, it's nice to just hear some good ol' fashioned expensive nonsense." 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".

Credits and personnel

 * Camila Cabello – vocals
 * Playboi Carti – vocals
 * Dale Becker – mastering
 * Jon Castelli – mixing
 * Pablo Díaz-Reixa – production, bass, drum programming, sampler
 * Marcus Fritz – mixing, engineering, vocal production
 * Jasper Harris – production, bass, programming, synthesizer
 * Brad Lauchert – mix engineering, engineering assistance
 * Salvador Majail – engineering
 * Bart Schoudel – engineering, vocal production