How JVKE’s ‘Golden Hour’ Became a Hit Without ‘A Single Dollar Spent on Marketing Outside of Radio Promo’
variety.comMike Wass At a time when songwriting and production credits often run for pages, JVKE’s “golden hour” is a distinct outlier.
From its piano intro and rap-sung verses to the soaring chorus and strings-adorned outro, the genre-defying track is the handiwork of a genuinely DIY artist and his brother, Zac Lawson.
Over the course of four months, the siblings chipped away at the song, staying true to their vision and unexpectedly crafting one of 2023’s biggest hits. “I was blown away by the intricacy of it, both from a melodic and musical standpoint,” Lawson says of JVKE’s original demo.
The brothers began tinkering with the pre-chorus and then fine-tuned the chorus. “After the rapped verse, I felt like the chorus should be really singable and anthemic,” he remembers.
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