Kanye West & Lil Pump's 'I Love It' was released on September 7, 2018 to mostly negative critical reception. Kanye and Pump debuted “l Love It” during the first-ever Pornhub Awards in Los Angeles, where West served as the creative director after reiterating his long–running enjoyment of adult entertainment, with a live performance with Teyana Taylor, West premiered the music video for his new song with Lil Pump the following day. The song features snippets of the female comedian Adele Givens' voice from her episode of Def Comedy Jam in 1992, Kanye intentionally uses these snippets to show how women can now be more open about their sexuality, and revoke the shame and the general taboo around talking about sex for both men and women.
A music video for the single was premiered at the 2018 Pornhub Awards. The most straightforward logic is simple—the artists had a large audience of attendees and television viewers following the first–ever awards ceremony for one of the internet’s premier adult entertainment websites. Pornhub is by far the most popular and wealthy forum for adult content, with millions of daily users. Given the scope of this initial platform and the subsequent social media shares by both artists to their sizable fanbases, there was already enough interest to generate a swarm of media attention. In order to go viral, however, there had to be something special about the music video. For West and Lil Pump, it seems that the outfits were huge hits, drawing comparisons to characters from the video game Roblox, which connotes images of immaturity and juvenile behaviour, which the artists have often been accused of. This is their own way of challenging the media's prejudice and reception of them, through a subversion of expectations with the surrealist visuals presented through the music video. The childish visuals of the music video juxtapose the explicit nature of the lyrics with the intention of creating humour as well as identifying its own absurdity in the form of self parody. Despite the video being used to mock the media's own representations of the stars, there is also an enigma code - why are the stars in those suits and why they are tailingf the
Comedian Adele Givens features heavily in the video, her samples used to both open and close the song signifies her importance the meaning of the song. She is purposefully presented as figure of authority in the video, evident through low camera angles positioning her as above the men in the video, and the other angles are deliberately placed in order to manipulate the image to position Adele as bigger in size, symbolising her being more imposing. Adele is given her position of power with the intention representing the empowerment of women and how they can express their sexual needs and wants without being oppressed by the expectations of society.