Jamie xx shares aptly titled new single ‘It’s So Good’
Jamie xx has shared the fittingly titled new single ‘It’s So Good’ for the new Chanel Coco Crush campaign. The release marks the producer’s first new song in over a year, following on from ‘Kill Dem’ in late 2022.
The new track feels completely unhurried in its progression, taking its time with a build that feels at once indefinite and intentional. A minute and a half of understated beats pass by before you know it, only interjected by a brief break of distorted voices that make the return of the melody all the more satisfying.
‘It’s So Good’ collects elements and excitement between these moments of quiet, increasingly incorporating lively squeals at impossibly high pitches and euphoric keys. The second you think you know where the track is going, awaiting a drop with nail-biting anticipation, ‘It’s So Good’ evolves into something else entirely.
As the ever-building tweets and funk-inspired beats seem set to teeter over the precipice, Jamie xx plunges the song into low pulses and echoed voices before returning to that familiar repetition. The track almost seems purposely indecisive, switching between sonic components with ease and abandon.
At its conclusion, a small voice reaffirms the title, declaring, “It’s so good,” and it’s difficult not to agree. Pushing his sound further while retaining those elements we’ve come to know and love him for, Jamie xx’s intentionally skittish return proves his rightful place as one of the most innovative figures in the UK’s electronic scene, even if he only bestows a release upon us once in a blue moon.
Fans can only hope that this release isn’t limited to accompaniment for a Chanel-branded game of musical chairs. If it is more than a one-off release, a glimpse at the producer’s return and the long-awaited follow-up to the sunny euphoria of his debut, In Colour, it’s a promising one.
Listen to ‘It’s So Good’ below.
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