This morning the first member of One Direction ~officially~ launched his solo career, after Zayn Malik unleashed his debut single 'PILLOWTALK' on the world, with accompanying video.
Firstly - and most importantly - the track is everything we all dreamed and more, with Zayn's smooth af vocals layered over an intimate, pulsing baseline (did I sound like a legit music journos there? No? Ah well).
We've listened to it approx. 30 times in the office this morning alone, and we're not even close to being done. It's a tuuuuuuune, he's crazy talented, and there's no doubt that his album is going to be MASSIVE.
Can we chat about the video for a second? If you've already seen it, you'll be very much aware of Gigi Hadid (his rumoured luuuurve interest/'walking around NYC looking faf partner'), largely due to the fact that she appears in the vid more frequently than actual Zayn.
There's also a lot of shhhhhttteeeeeeeamy kissing among the edgy tumblr style edits, woman with a flower vagina, and trippy bleeding eyes.
I've got nothing against Geej - she's awesome - but including her in his first music video was a mistake on Zayn's part, in my opinion.
After all, he's talked about wanting to focus purely on the music in every interview since walking away from 1D, and has stressed that there's no collabs on Mind of Mine, because he wants it to be all about him this time round.
"I just want this album to be about me and me standing on my own two feet," Zayn told L'umo Vogue.
Fair enough. So why jeopardise all that with what feels a bit like a publicity stunt?
Everyone knows that Zigi are a thang, but by including her so prominently in his music vid all Zayn's doing is making ~that~ the talking point, rather than his (seriously impressive) new track.
Case in point; the majority of today's headlines:
Is that really what Zayn wanted? To share his solo limelight with Gigi? Who knows, but that's what's happened.
And then there's his fans. Nothing's going to alienate those who have stood by him more than 2 and a half minutes of Zigi in action.
It's not so much the actual smoochin' that's the issue - I've got no probs with Bieber getting hot 'n' heavy in his 'What Do U Mean?' vid, for example - it's the fact that this is the girl he's actually dating, despite that mumbled 'we're good friends' response in his Beats 1 interview yesterday.
Congrats Z-dawg, now all we can see is you making out with your model gal pal whenever we listen to the song.
It also feels slightly cruel; no, Perrie Edwards is not defined by any man or relationship, and yes, she's a hugely successful female singer in the biggest girl band around right now; but Zayn publicly sucking face with his new girlfriend not even a year after breaking off their engagement still smacks a little bit of insensitivity.
'LOOK WE'RE TOGETHER IRL AND WE KISS AND STUFF IN PRIVATE TOO', it seems to scream. It's a bit like when Kim appeared in Kanye's vid for Bound 2... like, do we really need to see that?
Then again, maybe this is all just me. Maybe I'm a bit hangry today. Maybe I'm just feeling a bit emotional about solo Zayn. Either way, none of the above changes the fact that 'PILLOWTALK' is a triumph, and it's time to celebrate Z016.
But what do you think? Share your thoughts, opinions and emotions over @Sugarscape on Twittorrrrrrrrr.