Today, singer, songwriter, and record producer�Lubalin�shares his first song in almost two years � the standout �just love�. The catchy pop drum and bass cut is released amidst a flurry of original content pieces all imagined by the TikTok mastermind.
The song is available to stream now on all digital platforms via�Cult Nation/The Orchard���LISTEN HERE�
After working extensively on�Charlotte Cardin�s 6-time JUNO Award-nominated album �99 Nights� and�earning a nod himself for Producer of the Year, Lubalin dove into this new chapter with a fresh approach:�
“For this new batch of songs, I wanted to do a lot of the writing away from a computer so I could focus on writing and not get lost in production decisions too early,”�shares�Lubalin.
“I wrote the chorus for “just love” sitting around with a classical guitar and it ended up living as a voice memo on my phone for a while.�
He continues,��I usually have to fight with my songs, work them, re-work them, tweak and tweak… this one just… happened. I honestly didn’t do much to it after those first two sessions – I was too afraid to fuck it up and lose the magic.�
Kicking-off a six singles roll-out that will last through 2024, there�s plenty more magic where �just love� came from.�Sonically tied together by the�Kenya Grace-inspired �dream & bass� sound and themes of self-doubt and connection, the project is also visually tethered by Lubalin�s dual personas:�Suit Luba�and�True Luba.
Put simply, Suit Luba represents True Luba�s alter-ego and stems from True Luba�s dread of having to promote himself. While True Luba would much rather focus on the Art, Suit Luba will do anything to market the music. The size of the suit is a representation of how badly he wants to be taken seriously.
At the close of 2020, Lubalin skyrocketed to�viral TikTok fame overnight�thanks to his “internet drama” parody videos. The series has since earned him over�250 million views, 36 million likes, and 3.4 million�followers on the platform and an ever growing audience worldwide.
He was featured on�The Tonight Show with Jimmy Fallon,�The Kelly Clarkson Show, as well as in major outlets such as�Rolling Stone, BuzzFeed,�and�Entertainment Tonight.