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Photo: Mario Kidd

It's no coincidence that Felix Ames has returned as winter thaws out and flowers bloom. His latest track "SPF" is a call for spring, the permission to live colorfully and renew our vows with warmth. And whether or not you decide to join him, he's going to groove.

There is something very distinguished about who Ames is compared to other viral sensations. An independent artist hailing from Milwaukee, what ensures longevity is a unique sense of expression, and if there's something he absolutely does not lack, it's being one of one.

His fragrance, his style, his essence cannot be packaged nor duplicated; he's not trying to sound like anyone else nor tone his vibrancy down. He's a seasoned soul beaming with youth, not weaponizing nostalgia, but instead honoring it while making it uniquely his.

There's no true heavy lifting when it comes to "SPF." It's a soundtrack to sunny afternoon commutes, party of two picnics, any dance we get to do with sun rays and pollinators. With his funky vocals cascading over jazz instrumentation like honey spilling over combs, every inch of this song feels like a return home. It's what your mother plays while deep conditioning your hair on a Sunday morning, the faint background of a barbecue buzzing with life and laughter.

Ever since tracks like "Redbone" and "Leave the Door Open" flooded airwaves, it seems like evoking '70s groove is a surefire way to be heard these days, though it can often fall stale and lifeless. What makes Ames different is his ability to make this sound new: it doesn't try to spit at us what we've already heard before; it pays homage to a golden era while remaining authentic and current.

Hitting over 100k followers on TikTok in a matter of weeks and crazy Spotify numbers off of one single can seem like a recipe for burnout, but there's nothing perishable about an artist basking in their truth and creating art that reflects who they uniquely are.

While we're all salivating to see what's born from Ames' continued evolution, songs like "SPF" and his debut track "Shoestring" are meant to be marinated on. There's no need to rush what we know will only get better with time, and we're just lucky to have caught his bloom this early.

Listen to  "SPF" below: