Wisconsin’s own Ethan Payton is back with a fresh single that feels like cruising down Lake Drive with the windows down. “East Side Love” dropped on May 8th, and the Lake Geneva native continues to carve his lane in Milwaukee’s R&B and pop scene with this groove-heavy new track.

Since bursting onto the scene with his 2017 debut “Roll With It” under Uni-Fi Records, Payton has been steadily building a reputation for smooth, feel-good jams. “East Side Love” is no exception—clocking in at just over two and a half minutes, the song wastes no time locking you into a vibe that’s equal parts romantic and rhythmic. The track’s high danceability and warm valence make it the perfect soundtrack for late spring nights in the city.

Produced with the kind of laid-back energy that’s become Payton’s signature, “East Side Love” keeps the tempo mellow at 104 BPM while still packing enough punch to get you moving. The explicit tag lets you know Ethan isn’t holding back, delivering lyrics that feel honest and lived-in.

For those who’ve followed Payton’s journey from UW-Whitewater student to rising Milwaukee artist, “East Side Love” is proof that he’s continuing to level up. Stream the single now and show some love to one of Wisconsin’s most promising voices.