First Listen: Bouff - "Want My Love"

Having lived in the Middle East, with roots in Nigeria, connections to Britain and hailing from the streets of Toronto, it's no wonder Bouff’s honed in on an idiosyncratic take on the ever-growing genre of Afro swing. His viral freestyle over the infamous ‘Tony Montana’ instrumental landed a cosign from Afro Swing pioneer Mr Eazi, catalysing his ambition to curate and since dubbing him as one to watch in the industry. In 2019, the artist released his debut single ‘Closer’ - an uptempo, sensual melody with Afro inspired fusions. Since then he has developed a discography that is a testament to a modern take on traditional Afro Beats with his resonant baselines, heartfelt lyrics and uptempo melodic hooks

Bouff’s inspirations stem from all creative aspects of his upbringing Including Burna Boy, Tory

Lanez, P Square & 50 Cent. With over 70,000 streams on Spotify & more than 40,000 views on

Youtube in less than a year, Bouff prepares for an eclectic entrance onto the scene with an

upcoming EP. But today, we focus on the release of his new track Want My Love.

First Listen

When the song first starts, the mid-tempo bashment-esque melodies inform the room that what is to erupt, is a feel good track made for the summer. Although the track isn’t one of fairytale love stories, but more so an exploration of toxic vicious cycles - Bouff’s tender tone is at one with the production, making it a melting pot where the sombre merges exquisitely into something quite illustrious in its feels. Having been raised on love melodies, whilst also living in various cities across the world Bouff’s eclectic and detailed focus on melodies is clear in the way they blend so solidly with the track - it's clear he’s a man that knows what he’s doing.

In the words of Bouff, “Want My Love is about a toxic vicious cycle of love. Two people who care for each other but you see their ups and downs in the relationship they have. From good to bad, random arguments and infidelity. Yet the girl stays because she believes it is true love. The guy being manipulative fixing everything with materialistic gifts and sex. The two lose sight of what is wrong and are led astray, in the end nothing changes because it is a vicious cycle and one can’t lead the other if they have spec in their eyes as well. You may want someone, but you need no one because when it is all said and done love truly is blind.” A stellar track not only in its production, but the story that reflects the reality in most modern day relationships.

Artists perception

“When I first heard the track in the studio, fully done, it was dope and I felt really happy. What I had in my mind came out into reality, and sometimes being an artist, it's really hard getting out the mental soundscape that you have going on in your mind. You have an idea in your head but when you’re done recording it something might be a bit off but that wasn't the case with this one - everything came together perfectly and I was really happy about it.”

I was intrigued that Bouff had actually utilised the music video, something that has become more of a promo tool as of late, to tell the story of the song. In response to that he said “I am trying to tell stories in my music and videos. I think that’s something you need to see in an artist as they grow over time, more storytelling and relatable things, for the viewers, audience and the artist themself. That was what I was going for in this. Hearing the track, I could visualise the story from the beginning and through its build up to the end because ultimately it was personal. The person I was in the studio with also told me they could relate once they heard the full track, and that’s something that's important to me - making music that others can feel from too. Not something that’s like area 51, but something that others can see themselves in because they've had similar experiences too. I love directing and writing my own videos, and I love doing it to the best of my ability. I didn't want just any performance video, I knew I wanted a cast and crew, and a slightly bigger budget.

I tend to do things myself because when I bring it to a director or a co-producer, and they’ll tell me “to make this type of music/music video, you need these types of people or this type of budget and with Covid it's harder etc.” I always hear limitations, but this time I wasn't having it, not because of ego, but because of the confidence I had in myself. I don't let anything stop me when I start writing music video treatments, I write boundlessly, without any limitations. And once that’s done, I strategise the possible ways things can get done and be brought to life, and if needs be I will simmer things down a bit. But I never start limited, because that’ll slow me down and how far my imagination can go. One thing I find though, it becomes easier when you have a story to tell in the track to create a music video that means something.”

First watch

Much like the track, from the onset of the video the cemented vision of Bouff is clear. Reflection and storytelling are obvious components of what make it what it is. In a simply decorated and softly lit room, it's the resonant choice of white clothing, where Bouff sits in contemplation of a love gone sour. A possibly distinctive choice in the purity of hindsight maybe, his earlier mentions of meticulous planning in video treatment building is clear. Cutting into scenes that play out the build up of a relationship, the good moments are warm in grade, and slightly fuzzy, love does distort vision they say. As things start to turn left the lighting becomes a touch harsher and things clearer, making way for forgiveness to take place in the end. Bouff’s efforts in directing the video are stellar, not relying on others has paid off, and the execution of both track and video to accompany are incredible. Maybe a lesson for us all in this tracks rollout, that behind great music that is to be enjoyed, there is a dulling of limitations that exist, that we should personally implement in our own lives, because great art can come of it.