I feel like Key is one of the most layered and nuanced artists in the industry right now which is one reason why his new mini album is so addicting to me. Not only is this Key’s baby where he had complete control over it, but knowing that he is someone that puts so much thought in everything he does makes Bad Love like a scavenger hunt for me. There’s layers upon layers to unpack and uncover and it gets better every single time I experience it. That goes for vocals, instrumentals, lyrics, and visuals as well.
Vocally he’s so strong and he builds his voice just as much as the song builds, like he’s telling a story. But the more I listen, the more I pick up on the background vocals, the whistling high notes, the subtle whispering tones or deep undertones and it just brings out more of that punch and more of that emotional drive. And he really doesn’t hold back with vocals in this album. Even when it feels like his vocals are subdued, there’s so much power and grace in his voice. And when he lets his vocals soar, wow, it’s just beautiful to hear.
His lyrics act the same way. Key’s so conscious of his choice of words and how he expresses it to others that it’s so breathtaking to hear. It reminds me of children listening to their grandpa tell them a story. We’re hooked from start to finish and even if we know what happens next, it still excites us and elevates our emotions. Key is such a powerful storyteller.
And it’s not just vocals and lyrics. Instrumentals/synths are such a perfect compliment for every song. From the fact that he wanted a more retro vibe, even the modern synths bring an 80s Bowie feel with a signature Key twist that’s so nostalgic, that even the first time I heard it, it hit me with a sense of closeness and familiarity. And he has the perfect control of bringing those synths and instruments are soft and drawn back, almost whispering building into anthemic. And there are little details he puts in every sound like the subtle breathing in Helium. It’s insane.
And of course I can’t talk about Key without mentioning visuals. Yes he’s stunning but his entire album from the photo book and performances, set designs, music videos, and outfits have all these subtle details and nuances that also amplify the entire theme he’s going for, from tiny chromatic details in his jacket or makeup to big sludgy monsters that remind us of a Twilight Zone 80s sci fi movie, it’s all so carefully crafted and placed to complete this vision Key has had since he was 14. And it shows too! Every aspect that’s familiar is made new because Key found a way to twist this vintage theme and bring it out in his style and with his flair and attention to detail.
It’s absolutely incredible to experience and every time I watch him or listen to his album or stare at his digital photo book or watch his performances, I notice something new and it just blows me away. He’s one of the most genius artists out there and I am so excited for him this month. It’s going to be such a fun ride.
