Surely we don’t need a reminder. That self-produced singer-songwriter Lauv had amassed original tracks which were packing heat, way before his team up with Troye Sivan on “i’m so tired” came along. Not to overshadow the achievements of the collaboration, which has surpassed two hundred and twenty-five million streams and rising. If you were unaware of Lauv previous to “i’m so tired,” I feel that since the release of the track there is little chance you’d still remain clueless about him now. His solo artist career is about to kick up a gear because of his hotly anticipated debut album “-how i’m feeling~” is within a whisker of being with us. First up we’ll be treated to some tastes from it, by way of continually rolling out some singles before the album release. Beginning with the provocatively titled “Drugs & the Internet.”

From the offset, you can’t help but notice how deeply personal the track is. The intro is pared back yet, seamlessly carried by some real emotive vocals from the singer. Although you can sense along the lines a melodic build is inevitable, this doesn’t steal any potency from the intense mood of the opening moments of the song. The exact, same route worked a dream for Queen on “Bohemian Rhapsody“. It’s been tried and tested many times since. No prizes for guessing, this direction of track composition works for Lauv as well.

Speaking about the meaning behind the song and video, Lauv said,

“I wrote “Drugs & The Internet” at a time I was struggling with feelings of extreme emptiness and depression. I wrote it as a sort of self-analysis for my obsession with the way I wanted to present myself to the world — a commentary on the world we live today.”

The Jenna Marsh directed music video really pops with digital references and colour. The treatment gives a good sense of feeling that we are simultaneously sharing an out of body experience, with the singer. The warning is too much online indulgence, dulls your ability to recognise what is real and what is not. It is a socially conscious theme which is being picked up and shared by a growing number of pop artists. From the strength of this introduction to the album “~how i’m feeling~” we should expect nothing less than Lauv continuing to make a huge impact through the remainder of 2019 and beyond.

DIARY DATE: “~how i’m feeling~” (autumn tour, 2019)” dates set to kick off in the US on October 5th & hit cities in UK, Europe, Australia and New Zealand. (Find info here)

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