Lucky Daye is a walking magazine layout. The Grammy-winning singer maximizes his page count in the video for his D’Mile-produced song, “NWA,” which features Lil Durk.
The Rubberband-directed video turns like pages in a high-end publication designed around Daye and his flashy fashion choices. There’s no one picture of Daye. He has several looks, from color to black and white.
Lil Durk does not appear in the video, but does get a single photo in the mag as his verse plays.
Daye shared “NWA” in February as the third song to precede his sophomore album Candydrip, which is out now. The album, which Daye is currently promoting on his Candydrip Tour, debuted at No. 5 on Billboard’s Top R&B Albums chart.
About the contrast between his first and second album, Daye said, “Candydrip focus mostly on flavors, and the idea of flavors versus Painted, which was about colors. These are a bunch of different flavors of songs, giving you ear candy in different ways.”
The lead single from Candydrip, “Over,” became his first Hot 100 appearance, starting at No. 92. As of today, the Musiq Soulchild-influenced track peaked at No. 77.
Earlier this month, Table For Two, Daye’s duets-driven project, won him his first-ever Grammy win for Best Progressive R&B Album.
Released in February 2021, the seven-track set, featuring a variety of new-age R&B divas such as Ari Lennox and Tiana Major9, ranked No. 11 on Rated R&B’s Best R&B Album of 2021 list.
Yebba also appeared on Table For Two. Their well-promoted collaboration “How Much Can A Heart Take” was nominated for Best Traditional R&B Performance.
Most recently, Syd enlisted Daye for her new album Broken Hearts Club. The two teamed up for the new song “CYBAH,” which arrived with a music video.
Watch Lucky Daye’s video for “NWA” featuring Lil Durk below.