Rising country singer Kane Brown continues to ‘build his brand’ in country music with his enjoyable new single, “Lose It.”

Let’s cut straight to the chase – African-Americans are underrepresented in country music.  There, I said it. No need to be offended or thrown for a loop – just stating a pertinent fact, so stay with me. There’s many reasons for this underrepresentation, but it is a fact that there are few blacks who stylistically represent the genre. Why mention this? It’s important to note that Kane Brown, who is biracial, is the up-and-coming torchbearer for a new generation of black country artists.  He’s certainly talented, and, he definitely has to work incredibly hard going against the stereotypical urban categorization.  Following his self-titled debut album and its subsequent deluxe edition, Brown returns with a new single, “Lose It.”

First and foremost, what stands out about “Lose It” is the voice.  Kane Brown has a great voice that definitely fits the country mold.  Backed up by an active banjo rhythm, guitars, and pummeling drums, this definitely feels like his niche.  Beyond the production and his voice, the song is what one expects from contemporary country.  Brown sings about how this girl causes him to lose it, best exemplified by the crowd-pleasing chorus.

“I don’t think you know what you’re doing to me / You got my heart skip-skipping a beat tonight / Close enough so that space between / You and me, let’s lose it… / Girl, that body and how you move it / Every time you cross my mind / Girl, I lose it.”

Final Thoughts 

All in all, “Lose It” is an enjoyable, sound contemporary country record. Kane Brown delivers the goods vocally, while Dan Huff serves up strong production work.  The song itself has its fair share of clichés (nothing ‘brand-new’), but Brown’s co-writers Chase McGill and Will Weatherly give him respectable material.  “Lose It” won’t change your life, likely, but it finds Brown continuing to build his countrified brand.

Kane Brown • Lose It – Single • Sony Music Entertainment • Release: 6.7.18

Photo Credit: Sony Music Entertainment