Giveon delves into the poetry of 'Heartbreak Anniversary' and the benefits of TikTok fame in an interview for our 2022 Grammy Preview.
“What was great was, it had this moment — people stopped and listened to the song and decided they actually liked it,” Giveon says of the song’s viral attention. The singer spoke toAt a time when so much of R&B is trying to compete with hip-hop, how did you settle on an old-school-sounding ballad, “Like I Want You,” as your first big single?
This felt like my introduction to the world. I needed people to know that this is what I was [feeling]. I was learning how to cope with heartbreak. I’m 100 percent pretending in that song. Every feeling and regret is there, but you put on a mask. Sometimes putting on a mask speeds up the process. I was saying exactly what I was feeling at the time.Let’s say it’s your anniversary, a good anniversary, what does that look like? You’re probably gonna bring some flowers.
A lot of the songs that get a reaction on TikTok are more danceable than “Heartbreak Anniversary.” Were you surprised when this slow, downer ballad started to be used in a lot of videos? I’d be lying if I said I wasn’t surprised. But I was pleasantly surprised. And it was beautiful to see where it started. The way analytics work now, you could see the trend start in Asia, specifically the Philippines. People would send me videos. It moved from Asia to Brazil to America and finally to my hometown of L.A. I got to watch it move around the world.Take Time,
and one of those people was Justin. That was end of 2020, early 2021. Here and there we would check in. One day I was working on something. I was getting ready to wrap up the session, and I get a FaceTime call and it’s Justin Bieber. I’m like, “You sound busy — where are you even at?” He’s like, “I’m shooting the cover ofwith Hailey in Italy.” I’m like, “You can call me back tomorrow if you want.” “No. I have this song, and I really want you on it.
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