4ML – BAD LOVE

Mysterious, Internet-born, Twitter-trending group 4 Minutes Later is releasing their latest single “Bad Love” which follows their 2019 single “Troubled”. “Bad Love” is a summer sadness song emulating the style of Halsey’s “East Side”. “Bad Love” captures us in a trance with its firm, yet calming beats. The lyrics shine a light on a struggle we’re all too familiar with: being in the wrong place at the wrong time when in love.

We had no choice but to take note of 4 Minutes Later when they were top trending on Twitter in not one, but three major countries: The USA, UK, and Mexico. It all started in early last year when 4ML tweeted a mysterious “music coming soon”. 4ML then released their single, “This is London”, without any visuals to help promote it. It wasn’t before long that people were clamoring to find out who this account releasing this music was. In an effort to unveil the group (or person!), #whois4ml was born and ultimately trending around the globe. 4 Minutes Later embrace this enigma surrounding them and keep their identity hidden.

The essence of 4ML is to get their fans to focus on the music rather than the face(s) behind the music. “Laters” – the groupie name for lovers of 4ML – have defended them, arguing that we, the general public, are often too demanding of artists to show us every aspect of their lives. We still have no idea of who 4ML could be, but what we do know is that we love what they’re delivering.

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