It’s always been pretty tricky to predict what Kanye West is going to do next, but trying to do so this year has proved especially difficult. He can go from writing bizarre Tweets about Trump and “dragon energy” to releasing a song featuring a verse entirely comprised of variations of “scoop,” “whoop” and “poop”, and then appear on TMZ to state that 400 years of slavery “sounds like a choice” – quite literally all within one week.
In true 2018-Kanye fashion, the rapper/producer served as the creative director for the Pornhub Awards earlier last week. At the ceremony, after performing with Teyana Taylor (a signee to Ye’s GOOD Music label), he premiered the music video for a collaborative single with the infamous ‘Gucci Gang’-rapper, Lil Pump. The song features an admittedly infectious beat, which is perhaps the only feature of the track that’s enjoyable because it’s good.
With or without the video, it’s incredibly difficult to take this song seriously – which was probably the point. Following a soundbite taken from a stand-up routine by comedian Adele Givens (who also appears in the video), Pump enters with a hook and a verse, pretty much repeating the same 5 notes the entire time. It’s standard stuff for the guy – his monotony is his appeal for a lot of people – though he does manage to throw in a bar or two that are ridiculous to the point of hilarity (“All this water on my neck / Look like I fell when I went fishing”).
Kanye’s part is equally as absurd, kicking off with the refrain “I’m a sick fuck, I like a quick fuck”, followed by the same “whoop” sound heard in ‘Lift Yourself’ (and in several tracks since). From there, he launches into a fairly vulgar verse with some more undeniably funny lines (“How you start a family? The condom slipped up”). Though his flow is repetitive, it locks in pretty well with the beat, resulting in a verse that is, if nothing else, memorable.
It would be foolish to not talk about the track’s music video (directed by Amanda Adelson and West), as the two are very much inseparable at this point. The visuals outmatch anything in the song in terms of ridiculousness, with Ye and Pump sporting comically large rectangular suits that many have likened to characters from the online game ‘Roblox’. The two shuffle down an endless hallway as they follow Givens, who has been made to appear twice as tall as them. Kanye seems to be having the time of his life, looking like he’s about to burst out laughing at multiple points throughout the clip.
Whether he intended ‘I Love It’ to be a novelty song or not, it’s hard to imagine that Ye didn’t know the reaction that it would cause, especially given the video. Knowing him, he’ll probably be back with another ridiculous political opinion or insane philosophical declaration in no time at all. But when we’re blessed with such delightfully dumb tracks as this, it makes the ride that extra bit more worthwhile.