IDK delivered his critically acclaimed debut album Is He Real? back in September, and now he's offering plenty of reason to revisit the project with the video for "Lilly." Directed by Matt Zolly, the video features the rapper riding in a car with the top down as an older woman pushes a shopping cart down the middle of a street. It all comes to a climax as striking as IDK's music itself.
Is He Real? is the first release on IDK's label Clue Record, which was launched in partnership with Warner. "With Clue I'm all about putting out important music," IDK told Pigeons & Planes last year. While he's the head of his own label, he was also offered a number of lucrative offers before he teamed-up with Warner.
After the release of Is He Real?, IDK sat down with Genius' Rob Markman to talk about launching his label Clue. "Originally, I had an offer from G.O.O.D. Music... I was talking to Top at TDE. I was talking to a lot of different subsidiary labels," he explained. He later added that he came to the realization that he wanted to work on his "own thing," turning down the offers.
Watch the video for "Lilly" above and check out the Pigeons & Planes interview with IDK here.