“Pretend,” Luke Champion’s recent release, is a master class in emotional storytelling. A collaboration between the rising South London soul star Elsa, the track harnesses atmosphere over overt sonics, pairing raw, soulful vocals with a brooding soundscape that touches on the intricacies and mechanisms of love.
Renowned for blurring the lines between genres, Champion creates a soundscape that falls somewhere between intimate and expansive, layering electronic synths, textured drums, and alt-pop influences.
Elsa’s voice guides the story, taking listeners through a diary-like journey of heartbreak, hope and unreciprocated love. Those who enjoy Billie Eilish, Lorde, Jorja Smith and Flume will feel right at home in this emotive collaboration.
At its heart, “Pretend” meditates on the painful cycle of a tumultuous relationship: being pulled back into a love that takes more than it gives, but also feeling unable to let go. The verses are raw and tender, taking you through that bittersweet moment of realization that love can have a hold of you even when you know it’s not healthy anymore. The result is a deeply resonant track that is both introspective and cathartic.
Luke Champion’s own production is shining all over “Pretend”, an obvious indication of his reputation as a multi-instrumentalist and complete creator. Having started his solo project last year, he has gained over 20,000 monthly listeners and 50,000 streams on his previous tracks like React, which has received praise from outlets including BBC Radio 1, Notion, and Colors.
Elsa also adds undeniable talent in this collaboration, being the face of Spotify’s Fresh Finds as well as her presence on such platforms as BBC Radio London and Apple Music. Therefore, this track can be described as both timeless yet new, with elements of R&B and alt-pop influences woven together in a personal and reflective manner for some universal experiences.
“Pretend” is raw and beautifully crafted to be remembered long after the music has stopped. Luke Champion and Elsa have pulled off a great collaboration of capturing the ache of unrequited love and reminding us why music can make us feel seen.
Listen to “Pretend” here!
#Peace.Love.Pretend
