Altara is back with his second single, It’s Hitting You, Isn’t It, a track that perfectly encapsulates the bittersweet feeling of losing yourself in emotion. With warm, sun-soaked melodies and fluid production, the track takes listeners on a journey through the many emotional stages of love, heartbreak, and everything in between.
It’s an enticing follow-up to his debut single Somebody To Lose, and it solidifies Altara as an artist who isn’t afraid to lean into complexity while still keeping things catchy. There’s an easy charm to It’s Hitting You, Isn’t It, a sense of spontaneity that makes it feel both intimate and larger-than-life. Altara himself explained the track’s unique evolution:
“I started writing at the airport... I went through a lot of different emotional stages. That’s why it changes so much."
That evolving nature is one of the song’s strengths. From a love letter to a vibrant Spanish-inspired section, to the unexpected drop, the track ebbs and flows like a painting taking shape, never predictable but always engaging. This genre-fluidity is exactly what has set Altara apart as a newcomer to watch. His sound, which seamlessly marries alt-pop hooks with the emotional depth of electronica, feels refreshing and hard to pin down, but in the best way possible.
His debut, Somebody To Lose, was playful and punchy, a heartbreak anthem for falling for someone unavailable. It’s Hitting You, Isn’t It is a deeper dive, capturing the uncertainty of emotions spiralling out of control, yet never losing its smooth, summery vibe.
With this track being the second teaser for his upcoming debut EP, Altara is shaping up to be one of those rare artists whose sound evolves in real-time, pulling listeners along for the ride.
Altara’s blend of alt-pop catchiness and the intensity of electronic soundscapes makes his music impossible to box in. It’s Hitting You, Isn’t It is just the latest example of how he can turn emotional highs and lows into something cathartic, creating music that lingers in your mind long after the final note.
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