Fifth Harmony knows how to build up anticipation for an album. With three weeks until the ladies release their sophomore effort 7/27; on April 6th the group dropped their Kygo-house sounding “Write on Me” alongside a pleasant black and white music video. When listening to the production I couldn’t help but think of the Seeb remix of Mike Posner’s hit single “I Took a Pill in Ibiza” with its laidback feel and breezy synths. Slowing things down for a moment, “Write On Me” gives the group the opportunity to showcase their vocals for the listeners that only know them for their upbeat smashes (“Worth It”, “Work From Home”).
While I like that the girls released a more calm, lyric driven single, the similarities to the growing popularity of tropical house mainstream music makes me wish there was something in the production that could differentiate “Write On Me” from everyone else trying to following the wave. Watching the music video made me enjoy “Write On Me” a little more than my first few listens, as each girl gets a chance to shine with their own solo shots. Seeing the video quickly reach a million views that day (now at 3 million), makes me happy that the mainstream audience is paying attention to the work that Fifth Harmony is putting in. As soon as I heard “Work from Home” I said this would be a defining year for them and they continue to add more validity with each step they take toward this upcoming album.
What do you think of “Write On Me”? Let me know in the comments!
Pre-order 7/27 on iTunes: HERE