San Holo takes to the mic on emotive ‘bb u ok?’ single, ‘IT HURTS!’
San Holo has shared the third single in anticipation of his sophomore studio album, bb u ok?, due May 21. Released in tandem with an official lyric video, “IT HURTS!”—per San Holo—evokes a sentiment that “feeling pain is better than feeling nothing at all”—an anti-numbing message that could not be more relevant as people navigate their way out of a year of isolation.
“IT HURTS!” could be stripped down to just an acoustic guitar and the bitbird spearhead’s soft yet anthemic topline. His singer-songwriter approach works in alignment with the upcoming 20-track LP’s overarching theme of consolation. The title track “bb u ok?” and Bipolar Sunshine’s inspirational lyrics on “find your way” conveyed the record’s reassuring message even before the release of “IT HURTS!.” Worth mentioning is that, despite its minimalist approach, “IT HURTS!” reads in all caps, striking a contrast with its predecessors, the titles of which were represented in all lowercase letters. San Holo announced the record in February of 2020, coining it “a new chapter” in his career.
Stream “IT HURTS!” below.
Featured image: Emily Shuey