Priddy Ugly releases

Priddy Ugly has supported the release of the title track of his album, SOIL, with a retrospective music video showcasing the metropolitans of the country.

Priddy Ugly took to Instagram on Friday, 9 July 2021, to confirm the availability of the SOIL music video. The music video is in support of the first single released from his upcoming studio album of the same name. The simultaneous release of the music video and the single marked the album’s availability for pre-order ahead of its release on Wednesday, 28 July 2021, across all digital music platforms.

When you consider the change in mise-en-scene, the Fred-From-Yesterday and White-Flame-co-directed music video arguably has a retrospective look. However, the consistency of the subjects in the frame remains. Basically, the song is a celebration of the beauty and uniqueness of South Africa. Priddy Ugly raps about how people from other countries, specifically the United States, look to South Africa for inspiration.

In the video, the rapper, a hairdresser, two chairs, and a comb become the motif, while the mise-en-scene changes around them to include the studio where his album artwork was created, switching between Johannesburg, Cape Town, Pretoria and Durban. The changes coincide with the lyrics of the song.

Watch the SOIL music video below.