'its gotta b fun' 

‘it’s gotta b fun’ appeared from nowhere, did a little dance, and refused to leave.

it arrived courtesy of one of spotify’s many rabbit holes. somewhere between listening to hip hop after all by guts and falling down the musical wormhole, the phrase lodged itself in my head. the slightly odd thing is that the music is from 2014, while the words feel as though they’ve wandered in from somewhere around 1975.

and i rather like that.

there’s something wonderfully unruly about the phrase. a bit of rhythm. a bit of nonsense. a knowing nod and a raised eyebrow.

it also fits rather neatly with my fascination with italian design from the 1960s and 70s: op-art waves, biomorphic shapes, mischievous pattern, and colours that were never going to behave themselves—burnt orange, avocado, tobacco brown, mustard and acid green.

perhaps it’s the visual equivalent of a musical earworm. half-remembered album sleeves, television idents, record shops, magazines and those gloriously overconfident wallpapers that seemed determined to cover every available surface.

it’s nostalgic, but not quite.

familiar, but impossible to place.

a little bit retro. a little bit surreal. and definitely not taking itself too seriously.

because sometimes a phrase doesn’t need to explain itself.

sometimes it just needs to turn up, make you smile, and cause a little trouble.