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).
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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.”
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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.
