Alessia Cara Announces Lenovo & Intel Partnership, Opens Up About Her Growth on Upcoming Album ‘Love & Hyperbole’
For Alessia Cara, emotion and connection is at the heart of her creative endeavors — hence why each of her three studio albums live in a unique world full of signature concepts, colors and themes built around them. Her music isn’t just a listening experience, it’s a feeling.
Her upcoming Feb. 14-slated project, Love & Hyperbole, continues that process, as she splashes her music videos and promotional content with deep berry and maroon tones, amplifying the passion that love entails. “Love is very red to me,” Cara tells Billboard. “Every time you see love portrayed anywhere, it’s usually red, like Valentine’s Day colors. Even before I knew that the album was going to come out on Valentine’s Day, it just always felt a little bit deeper, a little bit richer. The textures and the songs felt a little richer and more sophisticated, so that wine color just always came into my mind, even before I knew what the concept was going to be. It feels warm and it feels like love.”
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That’s why it was a perfect fit when she teamed up with Lenovo, Intel and Universal Music Group for Brands for their “Made By” campaign, which intersects music, creativity and technology — something Cara has been a pro at throughout her career. “Each song has such a story to it that’s so specific and getting the chance to showcase each song in a way that non-singles don’t really get to be showcased, it’s really awesome to be able to do that,” she says of the partnership.
The team-up will lend to a series of visually stunning pieces surrounding Love & Hyperbole, including an album trailer with custom graphic designs and key scenes, as well as an accompanying miniseries that documents the journey behind the development of the trailer, capturing how Lenovo and Intel supported and inspired Cara’s vision. They’ll also emphasizes the integral roles of Maris Jones and Gaia Esther Maria in shaping the project’s artistic direction. The Grammy winner adds with a laugh, “It’s a little bit indulgent for the artist in me. This was an incredible opportunity, and everyone has been so amazing creatively, and so collaborative while giving us the freedom to explore and play. We had a great time.”
Exploring seems to be a key theme in Cara’s career, as her music earnestly captures the complexities of growing into adulthood and how romantic relationships stir up all kinds of emotions. Her self-discovery both as a songwriter and human being is showcased in the Love & Hyperbole single, “Isn’t It Obvious,” a breezy hug of reassurance for a love interest who is scared to lose her. “Fears are only constellations/ Only glowin’ if we make them, we’re just fine/ If it’s any consolation, you’re my favorite/ It’s you and I, you gotta know that, right?” she sings on the track, bolstered by a guitar solo from one of Cara’s personal heroes, John Mayer (“I still can’t believe that happened,” she says.)
“Obviously, my perspective of love has transformed and changed and grown throughout my life,” She says of “Isn’t It Obvious,” in comparison to some of her previous fan-favorite tracks like “Comfortable” and “I’m Yours.” “Being a young woman, I think sometimes when you’re experiencing love for the first time and you’re a little bit more inexperienced — I can give a lot of myself and almost treat love as something that makes me feel smaller, rather than something that expands me, and thinking that that was the right way to do it. I always used to think if it was really intense, and if it took energy out of me, that it was the right thing.”
She continues, “As I’ve gotten older, I’ve realized that love is supposed to feel like something that calms the storm rather than creates it. It should just kind of feel easy. That’s why I think a lot of these songs, even though some of them are laced with elements of fear or worry, they’re always very steadfast in themselves and there’s a sense of reassurance there. I did not have that when I was growing up and finding out what I wanted in early stages of love for me.”
Keeping in the album’s theme of love, Cara is eager to spread it to fans. As part of her partnership with Lenovo and Intel, she’ll be hosting an exclusive album event for fans in early 2025, which will feature a live performance as well as interactive projection mapping and other immersive elements.
She concludes of the message she hopes Love & Hyperbole gives to listeners, “I just hope that if they’re going through something or if they’re in a similar stage in their life, that they can understand that at the end of the day, we’re all a product of everything that has happened to us, good and bad. We actually need those bad things in order to find the good. We need to know what we don’t want in order to find what we do want. We need loss in order to really feel love. Those things can work in tandem with one another instead of clash. That’s the main thesis, but I hope they just take anything from it.”
Pre-save Love & Hyperbole here.
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