Establishing the mood with an astral synth melody and a dimensional production, WiLL opens IG Love with intrigue and cosmic ad-libs before sharing the lyrics, “That ain’t love, that’s IG Love, he post up then he switch up, say he real, but he lit up, one pic, now he acts up…”
We are immediately enthralled by the relatable concept of the song and the incredible, layered harmonies which add depth to the track. There is a nostalgia attached to IG Love, despite the rather contemporary and futuristic lyrical themes. Fans of Boyz II Men and early Usher would be able to connect with what WiLL is delivering.
Essentially, WiLL serves up a commentary on a man who is a superficial digital native, as opposed to being raw and authentic. The Washington DC-based artist confesses, “IG Love explores the misconception of equating social media validation, such as likes and engagement on Instagram, with genuine love and care. The record is presented from a same-gender-loving perspective, offering an honest and contemporary take on modern relationships.”
The art of rich R&B vocal layering and harmonising feels increasingly rare in music today, so we are insanely grateful that WiLL has come through with this. Classic R&B records were built on intricate stacks of vocals, with lead melodies woven together by lush harmonies, and IG Love offers just that!
It has call-and-response phrases with carefully crafted backing arrangements that add depth and emotion. These vocal textures transform the song into an immersive experience, truly demonstrating craftsmanship.
We are in awe, and have added IG Love to our New Music Spotlight playlist and our TIMELESS playlist, whilst we continue to stream WiLL‘s wider discography, including Run It Up Slow, and So What. You can follow WiLL on Instagram and show him some IG Love here.