V1NO & IV Say, “I’m Lovin’ It” in Spite of the Circumstances

On August 12, V1NO and West Coast rapper IV released “I’m Lovin’ It.” This is an interesting song choice for V1NO given his track record with more brooding, atmospheric music. However, dig a little deeper. Every part of this song was created with intention.

Pop Trends

“I’m Lovin’ It” in and of itself is cute. Using what one can describe as an 8-bit keyboard. A sound that fits in with old-school video games. Melodically it’s not unlike the McDonald’s jingle of similar name. Which in and of itself samples Justin Timberlake’s “I’m Lovin It.” All in all, a song that in composition aurally represents consumerism, capitalism, pop trends tailored to reach as many people as possible. Even the intro includes a cash register ring. Open wallets handing over cash for quick and easy meals, gadgets, music.

The melody is chipper, not unlike much of the newest permutations of rap. This new category that I’ve been calling “hip pop.” An amalgamation of trap rhythms, heavy bass, and pop melodies. The trend toward rap-singing is more prevalent in the genre nowadays. Thus the term “rap” has a very loose definition. Less about how rhythm and poetry work in terms of cadence and delivery. More about appealing to a wider “mainstream” audience. Making the sound more palatable and approachable for those who usually turn away from more traditional, dyed-in-the-wool rap.

That being said, “I’m Lovin’ It” is a good song. One can’t fault  V1NO and IV for highlighting positivity amidst all the negative. Some light to disperse the overbearing darkness. If V1NO does nothing else, he certainly knows how to bring energy to more than his music. He takes in his surroundings, gives them air to move. He describes “I’m Lovin’ It” as a song about circumstances.

A Song of Circumstance

“Through this entire pandemic and looking back at all the good and bad times of my life, I’ve realized that happiness is relative. Whether you’re working multiple minimum wage jobs while trying to achieve your dream or a billionaire, it’s important to be thankful and content with what you’re given and always look at the bigger picture. For me personally, each step of my music career hasn’t been the easiest but this song reminds me to love life at all times and I hope it does the same for my fans.”

The music and lyrics are a perfect match in that regard. A melody that embodies consumerism as V1NO proclaims, “Don’t need no Gucci, Louie, Fendi, Fancy Cars man I don’t need that. They say that at the end of a struggle there comes joy, so you know I’m blessed.” Many wear a facade of decadence and luxury in times of financial and mental struggle. (“Even though rappers these days be lying.”) However, V1NO and IV live honestly, through pain and happiness, it’s all about moving forward.

At the end of it all, “I’m Lovin’ It” is a song of the times. Both in construction, delivery, and message. V1NO even makes a cheeky nod to his merch store. (Which is now open for business, by the way.) It’s a fun song. Catchy. But in between the cutesy composition and almost nursery rhyme cadence, there’s a great message that everyone can get behind.

Credits:

Produced by Kenneth Paryo
Lyrics: V1NO, IV
Mixed by Terence Lee
Mastered by Isaac Choi
Artwork: 15kun

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