South Florida native ItsWill started his music career just 3 years ago and has been able to amass quite a number of following and made big leaps as an indie artist. Although he started making music as a young child alongside his music-inclined older brothers, his life got derailed for a minute after going to prison before he had done much as an up-and-coming artist.
This stint in a way was a blessing as he spent time perfecting and restructuring his craft and once he got out, he put the metal to the pedal. From being co-signed by Kodak Black, Young Thug, and Sauce Walka, to rapper Lil Durk nicknaming him “White Smurk,” the rapper is not focusing on releasing quality music that speaks to his heart and the audience alike.
His newest release "No Love Song" is a laidback guitar-laden trap cut that explores true love, loyalty, and finding people to hold you down. His delivery style leans towards a more melodic aesthetic and subtle autotune effects to boot. On the lyrical side, he is candid, and straightforward and calls it as it is.
From pouring adulations to sharing personal losses, ItsWill gives quite a wide viewpoint that goes from A to Z in a second. It seems his mind is troubled deeply as he keeps losing folks close to him and on the flip side, he is also losing others who have turned their backs on him but the very few individuals who stick by him, he is more than grateful.
The visuals by Chris Moreno are as cinematic as they come and take viewers through the dark times of ItsWill's life. Starting from a funeral to a somber beach scene to a hospital scene, we see different sides of the artist as he tries to climb out of the madness that aims to engulf his entire life. The set pieces are brilliant and the recurring motif of the haunting bride adds a suspenseful touch to it all. The visuals eventually show ItsWill in his true form as he burns up the infamous label contract that has trapped artists since time immemorial as we see him following his own path.
"No Love Song" on all DSPs here.