Pop has undergone some drastic changes recently, with high-profiled artists choosing to strip back the outrageous personas and infectious dance beats in exchange for reflective, "personal", country/folk/rock-like projects. Perhaps it's the dysfunctional time we are living in.
Singer-songwriter Troye Sivan is taking a bolder alternate route though for his upcoming full length sophomore album. By unleashing the heated lead single "My My My!", the young artist is embracing his queerness and sexuality by constantly reminiscing on a passionate encounter with a significant other. With sex on the brain, Sivan sounds at his most confident, diving into subject matter dealing with love, freedom and liberation from one's own self, as well as the world around them.
"My My My!" already succeeds simply on the fearlessness of the subject matter and vocal delivery, but thanks to the contagious electro-pop production from Oscar Görres (Adam Lambert, Tove Lo, Hilary Duff), Sivan is thrown out of his comfort zone and travels back to the mid-90s for an electrifying adventure. The production raises the stakes and emphasizes the artist's inability to focus on anything else except the longing kiss and sensual friction between another.
Though lyrical content is kept to the bare minimum, Sivan does a great job at saying a lot with just a few words, the attention is rightfully focused on the earworm of a chorus. That chorus is begging to be blasted through radio speakers and across the neon-lit dancefloor. "Oh my, my, my, I die every night with you, oh my, my, my, living for your every move," he seductively croons, incapable of moving on without the touch of his partner.
While the artist touched on similar topics for his Blue Neighbourhood debut album back in 2015, Sivan now seems to be letting loose and allowing inhibitions and desire to take over and influence his artistic trajectory. The boost in self-confidence is paying off. "My My My!" is a powerful battle cry, hinting that the search for one's true self was successful. It also does not hurt that vocal performance, pop beats and underlying sentiment come together effortlessly to create a frenzied, steamy affair.
Not only is "My My My!" a signal of Sivan's growth and maturity, a desire to break out of the box and highlight a truer identity, but the accompanying, possible epileptic shock-causing music video further illustrates the point. The 22-year-old channels Madonna and George Michael as he innocently gazes into the camera and busts some moves in a dingy warehouse locations as shirtless men touch themselves and look on. The visual is raw, daring... and for lack of better words... hot.
Troye Sivan may not have been my go-to artist for pop innovation... but he's definitely changed my mind with his new single.
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