Yuno, “No Going Back”

Andre G

Shabazz Palace’s Ish Butler has said that upstart singer-songwriter Yuno has a “seductive magic” about him. That’s what influenced Butler to sign Yuno to Sub Pop. Yuno is set to drop his debut album, but he’s first given us a taste of what to expect with his gleaming “No Going Back” single. The thumbnail for the video, which Yuno directed, brings the gritty Illmatic to mind with its font. The 3-minute track, however, is pretty much diametrically opposed.

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Yuno’s lithe voice floats amidst the cheerful soundscape, bouncing off the plucky piano keys and showing why Butler felt he “possessed all the trappings of a great musician.” The Jacksonville native is the latest young talent from Florida. His rise has been decidedly less controversial than some of Florida’s hip-hop artists, but the brand of sunny pop displayed on “No Going Back” should earn him his own cult fanbase.

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