Pop artist Armand Joubert, known for his energetic performances, high notes, and impeccable style, kicks off 2023 by collaborating with music newcomer Connor Rhys for the release of “Toxic Love” paired with a nostalgic and vintage-style music video.
More info about “Toxic Love”
“Toxic Love” is a heartache-inspired R&B/Soul Ballad – heartache being a feeling most, if not all, can deeply relate to. This release encompasses jazz and R&B influences bringing a sense of familiarity to the musical piece.
The pair feel that anyone will be able to relate to Toxic Love, for how it makes you feel within the simplicity of the lyrical and melodic content.
Armand Joubert and Connor Rhys brought their perspectives and experiences together to create this musically healing experience. Armand Joubert’s personal meaning behind “Toxic Love” is the obsession one goes through when one falls in love with someone bad for them – The addiction to that feeling – a trauma bond if you will.
Armand Joubert explains
“I wrote from a place of truth and my own experience. I was in a situation with someone who gaslit and emotionally abused me but I was so in love with him, that I fell in love with his drama too. I knew it was toxic but I couldn’t get out.”
Connor Rhys also drew inspiration from being in a severely toxic relationship. He elaborates
“The feeling of wanting someone in your life, despite knowing how badly they treat you, is a complicated one, as you are being pulled in two directions. You acknowledge what you need to do, but find it impossible to make the decision. The song is written about that moment just before the end. The frustration that has built up to a point where there is no option but to leave, and as much as you need to, you don’t want to.”
The single name in and of itself is “Toxic Love” is a relatable topic. Connor further develops this thought
“Most people in toxic relationships are unaware that they are in one, and a story like this can often allow people to reflect on their own lives and find solace in others experiencing a similar thing.”
Armand Joubert and Connor Rhys wanted to present something familiar yet classy and gracious. This intention translated into the music video where they decided to create a concept with a vintage appeal.
The music video pairs beautifully with the song whilst not distracting too much from the song itself. Creating a music video embodies the essence of fashion with a vintage and classy style.
The collaboration came about through mutual friends – From the moment Armand Joubert heard Connor Rhys sing, he was blown away. An entire year passed in trying to get together to create music, but the time never seemed right until one day they just made it happen.
The writing process came very naturally to the two artists as they just “got” each other musically from the get-go. They knew exactly what they wanted to achieve when writing “Toxic Love” whilst still allowing the creativity to flow.
The release of “Toxic Love” follows shortly after the world-renowned DJ Benny Benassi added Armand Joubert’s successful hit “Rent” to his DJ Mix which was remixed by multiple Grammy-nominated producers.
Watch this space for updates in the Music Videos category on SA Music Zone.