NEW YORK, NY (January 29, 2024) — Embarking on a bold new chapter in 2024, South African singer and songwriter Lloyiso just unveiled the stunning and cinematic music video for his single “I Hate That I Care” out now via Universal Music Group South Africa/Republic Records.
Watch the video: HERE
Listen to “I Hate That I Care”: HERE
In the stunning clip, Lloyiso pulls up to an overlook on the Pacific Coast Highway in a vintage red BMW. Against a breathtaking vista of the ocean and Malibu’s mountains, he sings to the camera with emotion and swagger in equal measure. The visual intercuts moments in the driver’s seat, on a hillside, and in front of the waves. It mirrors the epic nature of the track itself, capturing the bombast of his music flawlessly.
Right out of the gate, “I Hate That I Care” reeled in over 1 million total streams and counting. In addition to plugs from East Portland Blog and more, Billboard dubbed it one of “10 Cool New Pop Songs to Get Your Through the Week,” going on to rave, “Lloyiso possesses the same passion and soul that makes his vocal delivery all the more convincing” and adding, “Just one listen is all it takes to believe him.”
The track is produced by Grammy-winning producers Paul Phamous (Jonas Brothers, Dua Lipa, Frank Ocean) and Ethan Schneiderman (Young The Giant, Corey Harper, Tove Styrke).
“I Hate That I Care” arrived on the heels of “Real Love” with mega DJ and producer Martin Garrix, which has become a TikTok favorite. The track followed Lloyiso’s “You’re So You,” which has tallied millions of streams worldwide. Earning acclaim, SWEETY HIGH raved, “Lloyiso is one of the most instantly captivating voices in the industry today.”
Lloyiso continues to dominate the South African scene. Last year, he won the Best Pop Album award at the South African Music Awards as well as garnered two nominations in the Best Male Artist and Best Newcomer categories. He also just graced the stage at South Africa’s Calabash Festival in January.
Stay tuned for more music from Lloyiso.
Get ready to feel his voice, artistry, and spirit!
Hailing from just outside of Port Elizabeth, South Africa, singer, songwriter, and producer. Lloyiso wields the kind of voice that instantly tugs at heartstrings. It’s the kind of voice that shines in any arena—whether in front of a laptop camera or under the lights of a festival stage. It’s the kind of voice that makes you stop what you’re doing and sing along. At 16-years-old, he appeared on South African Idol and placed fifth in the competition. Following “three weeks at university,” he left school and focused on music inspired by the likes of Sam Smith and Travis Scott. He performed anywhere possible, singing in exchange for dinner at local pubs. He even recorded in English and ten different African languages. Taking over social media, Lloyiso amplified his voice globally by posting covers on Facebook before embracing YouTube. He gained the endorsement of everyone from Kygo to Tyga and gradually amassed an enthusiastic audience. Nailing viral renditions of Rihanna, Billie Eilish, Lewis Capaldi, and more, he launched his TikTok during 2020, generating tens of millions of views and attracting the attention of labels worldwide. Finding his home, he notably made history as “the first South African artist signed to Republic Records.” In 2023, he will continue to connect like never before with new music and much more to come this year.
DYNAMIC SOUTH AFRICAN SINGER LLOYISO SHARES MUSIC VIDEO FOR “I HATE THAT I CARE”
