Jack Harlow has released his much-anticipated new single “Lovin On Me,” which marks a new direction for the rapper — listen to it below.
Harlow himself acknowledged the song as the beginning of a “new era” for his career shortly before its midnight release on Friday (November 10).
He wrote on X, formerly Twitter: “Thank u for allowing me to reset this year. I moved back to Kentucky and gave u an album I could not have made on the road.
“Surrounded by family & childhood friends this has been one of the happiest years of my life. But now… a new era begins.”
Built on a sample of R&B singer Delbert “Dale” Greer’s 1995 track “Whatever,” “Lovin On Me” hears Harlow splitting playful, confident rhymes — including shoutouts to Detroit rapper Skilla Baby, Rico Suave and Enrique Iglesias — over a bouncy, club-friendly beat.
The track’s upbeat vibe is reflected in its accompanying music video, which shows a mullet-sporting Harlow busting moves for the camera, flexing his biceps in a skimpy vest and holding a puppy alongside cameos from male friends and partygoing girls.
Prior to its release, Jack Harlow shared a snippet of the song on TikTok, where it proved to be a hit as it has racked up over 1.5 million likes and 75,000 bookmarks.
He will no doubt be hoping the track will make a similar splash on the Billboard Hot 100, where he’s previously seen success with “First Class” (No. 1), “Industry Baby” with Lil Nas X (No. 1) and “Whats Poppin” (No. 2).
Aside from starting a new chapter, “Lovin On Me” also represents a quick turnaround for Harlow, who only released his third album Jackman in April. He has stayed busy since its release, collaborating with K-Pop star Jung Kook and is about to embark on an arena tour in his home state of Kentucky.
The 25-year-old will also be the halftime entertainment during the Detroit Lions-Green Bay Packers Thanksgiving game on November 23.
This certified cornball and obvious industry plant Wack Harlow needs to just go away forever just like the entire embarrassing and pathetic Rain boD/X shit staff