London's Yola Fatoush has a specific aim with this new track, Glow. "Glow is inspired by songs like Rather Be by Clean Bandit & Jess Glynne, and I Got U by Duke Dumont," the band say over email, "The way ideas of 'love' and 'freedom' in the lyrics of those tracks become generalised to the point of abstraction; any specificity is removed and those ideas become over-arching themes in the way that God is an over-arching theme in a hymn. The track is intended to produce a similar feel to that of a lens flare effect on an image – ubiquitous in advertising as something used to imply authenticity, warmth, comfort, wholesomeness, the natural. Once you identify the technique, you know it to be cheesy, overused and probably fake. But somehow you still enjoy it. Wrong but right."
It seems safe to say that Yola does it better than those mentioned above, crafting a song that bounds and gallops around with snatches of roaring crowd noise, a vocal reminiscent of Sophie Ellis-Bextor, and an intro that calls to mind SOPHIE's Eeehhh. As with Yola's Get Out (Leave), nothing here comes across as "cheesy," "overused," or "fake." Instead it's just effortless pop and based off Glow, I'm willing to "walk into the unknown" with Yola. And check out Glow's bucolic, Yola-made website.