In my experience, the most inescapable songs at this year’s SXSW were, in descending order of inescapability, Trinidad James’s “All Gold Everything,” UGK’s “Int’l Players Anthem (I Choose You),” and “I Love It” by Swedish electro duo Icona Pop, with assistance from edgy British pop star Charli XCX. The first I had expected and the second was a pleasant surprise (turns out it’s a traditional Texas spring break anthem). “I Love It” differed from the other two in that it’s not a rap song and that I heard it less often in DJ sets than I did coming from the packs of girls singing it in the streets.
That so many young women have simultaneously adopted this particular song as the banner under which they party is no coincidence. “I Love It” has been out for almost a year, and it’s played on MTV regularly for almost as long as the theme song to the fascinatingly banal Jersey Shore spin-off Snooki & JWoww, but it’s only been on the Hot 100 for six weeks now. As it happens, it entered the charts the week after it was prominently featured in an episode of Girls.