Nate Sib's "keep it up" Positions Him as Pop Music's Next Great Disruptor
Los Angeles-based singer-songwriter, producer, and multi-instrumentalist Nate Sib is fighting to hold back his feelings on his latest single, "keep it up." The track embodies Sib's disruptive take on pop music, bringing a dystopian sugar-high beat to life with his silky-smooth boyband vocals. It combines the energy of underground dance music with his predilection for alternative pop experimentation.
The track opens with rumbling production, building up to a plane of nostalgia. A collage of beats and synths reminiscent of 2010s electronic acts like Jack Ü blend with Sib's brooding vocals. He croons over the hypnotic instrumentation, "I feel the same way 'bout you when I'm alone / Wanna tell me something that I already know / Still remember nights I'd have the smell of your clothes / Girl, I miss you now, and I miss you on my way home." In the pre-chorus, he admits that his facade is starting to fold and feels himself falling for her, with the drop kicking in as he reveals that he "can't keep it up."
The accompanying music video, directed by Chessa Subbiondo, is a poignant visual representation of the track's emotional depth. It opens with the young artist grappling with his feelings in a pool of water, a futuristic and moody scene that mirrors the uncertainty in the track's production. The visual comes to a head when the glass shatters and all the emotions, and literally all the water, spill out.
Earlier this year, Sib made a splash at Coachella as a surprise guest, performing the infectious collaboration "afraid" with childhood best friend and fellow breakout 2hollis. After a successful tour with 2hollis, including a memorable show at London's HEAVEN, Sib is ready to take 2025 by storm. With a new record deal and a string of headline shows in the works, the future is bright for this rising star.
Watch the "keep it up" video below:
