Feature Video: The Kid LAROI - How Does It Feel?
"SUMMER STARTS THIS FRIDAY…" shouts Laroi, a.k.a the Kamilaroi artist known as Charlton Kenneth Jeffrey Howard. Presumably he's referencing the Northern Hemisphere's warmer months, and not the uninsulated frostscape that is presently refridgerating his Australian listeners, but that doesn't stop 'How Does It Feel?' from being a heater of an RnB track. It also brings with it aesthetics and lyrical content that are decidedly on the more mature end of the spectrum of human emotions, suggesting that this kid is maturing as an artist (might we perhaps suggest The MAN Laroi?).
Directed by Los Angeles' own Calmatic, the man responsible for Lil Nas X' 'Old Town Road', Kendrick Lamar's 'Squabble Up', and Anderson .Paak's 'Bubblin', and too many more bangers to mention. This guy brings some serious filmmaking credentials to the party, and while we're talking party, let's just address this little soirée for your imagination; hosted at the illustrious Hollywood Roosevelt Hotel, The Kid LAROI shows off his dance moves and mad rizz, while Calmatic visualises what it's like to just let reality fade out, and let desire take over.
Talking to FLAUNT Magazine, LAROI says he was listening to a lot of random early 2000s and old R&B stuff at the time of 'How Does It Feel?'s conception. 'Kind of happy, but it still has that emotion to it, you know? It's not, like, frolicking through a bunch of flowers.'
Creating 'happy' music is definitely terrain less traversed by the artist, who says 'I've just always correlated happy music with being kind of cheesy for some reason… the easy thing about making sad music is… It's so much easier to tap into an emotion when a sad chord is played…When happy chords are played, it's just harder for me to find melodies on top.'
'How do you know if what you're singing is bullshit?' Well, Kid, when it comes to summer love, we're all just a little bit foolish—and honestly, that's what makes it so damn irresistible.
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