In the gritty and poetic new release titled “It’s The Money” by Itchin Sync, the artist paints a raw, reflective picture of fame, success, and the price that comes with both. The official music video is more than just a catchy hook it’s a narrative layered with cynicism, truth, and vulnerability.
A Sad Boy From Stratford with a Story to Tell
Opening with a narrator-style line, “Pretty face, cheap lyrics. Just another sad boy from Stratford” the tone is immediately confessional and biting. The video introduces Itchin Sync as a familiar archetype in modern music: the underdog turned star. Yet, what separates him from the crowd is his refusal to let the audience romanticize his rise. He’s not here to glorify the journey; he’s here to expose it.
A Hypnotic Hook and Message: “It’s the Money”
The refrain, “It’s the money, sweet like honey,” is hypnotic and ironic. While the beat pulls you in, the lyrics push you to think. The repetition reflects the endless cycle of obsession with wealth and status. It’s not just about riches, it’s about how money changes relationships, identity, and perception.
He sings not with joy, but almost with resignation, recognizing that while money brought fame and fans, it also brought distance and judgment. The very people who once hated him now want to be him. And ironically, new waves of haters emerge because of what he represents.
Fame, Isolation, and Irony
In one of the most revealing moments of the video, Itchin Sync says: “You think he gets it. He looks like you and sounds like you. But he’s not like you. He knows that, and he laughs.”
This line cuts deep. It’s a subtle commentary on how fame isolates, even when it masquerades as familiarity. The artist has become both idolized and misunderstood, and while he’s “one of us,” he’s also far removed by design or by circumstance.
Visuals That Match the Message
The video’s direction mirrors the song’s themes. Dark lighting, moody atmospheres, and close-up shots build tension and mystery. Viewers are immersed in a world that’s both glamorous and hollow a deliberate contrast to the upbeat rhythm of the chorus.
Conclusion: A Cautionary Celebration of Success
“It’s The Money” isn’t just another flex track; it’s a commentary on what success feels like when the lights dim. Itchin Sync brings emotional depth wrapped in a minimal yet impactful presentation, proving that beneath the glam, there’s a story worth listening to.
