After generating over 13 million plays from a single snippet on TikTok, West London native Central Cee has returned with a new music video for his single “Doja”.
Directed by Lyrical Lemonade’s Cole Bennett, the vibrant, turquoise-themed visuals reflect Bennett’s signature approach whilst still feeling true to Cench’s style. This marks the first time Lyrical Lemonade has featured a UK artist on their popular channel, an indication of the rapper’s crossover appeal to American audiences after solidifying his fanbase in the UK and across Europe.
The 1-minute, 45-second track—produced by Manchester’s LiTek and WhyJay—samples Eve and Gwen Stefani’s 2001 smash, “Let Me Blow Your Mind”, following the current trend of sampling nostalgic ‘00s hits in drill. From the trio of dancers in the video to the fast-paced energy of the track, “Doja” seems to be geared toward being a success among Central Cee’s Gen-Z audience, many of whom are adapted to consuming music on TikTok.