Kygo & Selena Gomez - It Ain't Me

I mentioned in my review of Pnau's "Chameleon" that artists who are big in the dance world but haven't made much of an impact in the pop world have suddenly come out with radio friendly hits and have scored success with them. Kygo is one of those artists. Granted, this has happened many times before in the past but this current wave is something I like to call the "Chainsmokers effect". It's a shame it's not as rewarding as I liked, as blending dance and pop sensibilities can go down a treat if done right. I guess songs like "It Ain't Me" just aren't marketed for someone like me.

I thought this would grow on me but it didn't go anywhere. It just sat around the same level of enjoyment for the whole of its existence. It has helped in not being annoyed at it being a hit, at least. Selena was a good choice for a collaboration. Her vocals are mostly solid, and the stuttered vocal section is good initially but gets a bit much towards the end of the song. The main reason I've found this song difficult to get into is those backing vocals. I absolutely detest them. The lyrics have been relatable for me lately, too. On the whole it's pleasant and easy to see why it's clicked with the general populace.

Amusingly this has become one of Selena's biggest hits in the process. Clever marketing on both artists' part, especially with the way it's credited as an "&" collab. I've noticed that many of these dance-pop songs have ditched the featuring tag, which is nice as it does give more of an appreciation to the vocalist, who are often female. It's also a wise move for Kygo to switch up his sound, as tropical house has been beaten to death since "Firestone" first graced the charts.