Justin Love Weighs in on ‘No Friends’ Single and Video
A sad fact widely known by pop and hip-hop artists is: success creates as many problems as it solves. Once you’ve gotten money and shown you’re willing to spend it, you might find that the people in your orbit are drawn there by your cash rather than your personality Justin Love observes in the new single No Friends. Are your friends there because of your status — and where will they be if that status decreases? What sort of friends does that make them, anyway?
You might conclude, as Justin Love does on his gorgeous, affecting new single, that they aren’t friends at all. The New Jersey native has achieved plenty in a very short time: he co-wrote “Focus” for H.E.R., and scored a hit of his own with “Runaway” in 2019. He developed a singular singing style that felt simultaneously smooth and heartbroken, sultry and excitable, ruminative and charismatic. An artist so appealing is bound to draw supporters and adherents, and Justin Love has found himself surrounded by those who want a piece of the action. In “No Friends,” Love doesn’t sound angry about it or even determined to do anything to change his predicament. He’s accepted it as part of the cost of doing business, and as dispiriting as it is, he won’t let the bad behavior of those around him get in his way.
Along with producer ATG, he’s come up with a track that matches his feelings perfectly. It’s glossy, sleek, and quietly swaggering like a hip-hop-influenced pop song ought to be. But there’s a mournful undercurrent to the synthesizers, an artful, decorative gloom to the atmosphere, and genuine pain audible in the vocals. If good fortune has made Justin Love more exploitable than he used to be, he’ll let those in his orbit know he’s on to their game.
Justin Love
Justin Love carries those feelings of loneliness and suspicion into the beautifully shot clip for “No Friends.” Though the star’s visual collaborator Few Oliveira filmed and edited the video — and did so masterfully — Justin Love directed it himself. We’re shown a day in the singer’s life: we watch him select his clothing carefully and prepare to be in the public eye. Once he’s out at the Mandrake club in Miami Beach, he’s surrounded by beautiful people. Everybody’s having fun and looking terrific for the cameras. But when the music stops, he’s left by himself in the leather booth, looking around and wondering whether he’s made a real connection with anybody. Then, just to twist the knife, he’s presented with the check for the night. He’ll be picking that up, naturally. After all, he’s the star.
Justin Love weighed in with The Hype Magazine on the thoughts behind the new single and visual…
Why is the message of “No Friends” an important one to be told?
I’ve had friends who only pull up to celebrations, but aren’t there during my struggles, and I’ve also had friends who only pull up when they know I’m paying the bill but not when they get a hint of the night ending in a split check. If you’re a giving person & you’re surrounded by leeches, “No Friends” might be a song you want to blast on max volume so you know you’re not the only one going through the same thing.
How is the song’s concept relevant to current day relationships?
I feel like most people are “clout chasers” & anyone that has something good going attracts a lot of that because the chasers want what the good-doers have. The hardest part is knowing when to cut someone off or even how.
What kind of impact do you hope to have on the music industry?
A vulnerable & honest one that helps people get through what they’re going through.
Where would you like the industry to go in the future?
In a more positive & uplifting place. More real, more love; less violence & less darkness.
Can you talk about the behind-the-scenes process of filming the music video?
A lot of things actually didn’t go as planned. The venue we originally booked waited until the entire set arrived to tell us that we needed permits after stating it was more than okay to shoot inside. Thankfully Mandrake on South Beach let us come in at the last minute & film there. I’m super thankful for that. Fred Oliveira flew in from Connecticut & did an absolutely amazing job shooting everything. We got creative with the lighting & used lights through a water bottle to give a nice effect on the car scenes. It was eventful.
What element of the “No Friends” music video are you particularly proud of?
I’m proud of the friends I actually do have that came out to be in the video. That meant the world.
How has keeping a good group of people around you impacted your music career?
It hasn’t been easy. It’s a bit hard to differentiate what real love is, especially when you get so much of it.
Can you describe the process of producing “No Friends”?
That would be a question for ATG, as I did not partake in the production of “No Friends”.
What inspired the sound, production, and message?
Real-life events inspired the message, ATG did the production & R&B inspired the sound.
What have you learned about yourself as an artist or about the music industry overall in your career thus far?
I’ve learned that it’s not that easy, finding good people to keep around. It’s also important to believe in yourself & take care of yourself before we care for others.
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About the Author
Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.
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