I wish male rappers these days took the initiative to have each other’s backs similar to how female rappers do. With female lyricists, I feel like they always show up for one another. I love the camaraderie they share! Unlike male rappers, who are usually more competitive and aren’t as supportive. One female artist who patiently waited for her time to shine was Atlanta’s Latto.
Far From Overnight Success
So many people treat her like she’s a new artist, but Latto has been making music for a while. It just feels like that because she received her big break about a year and a half ago. To me, her introduction to the world was when she appeared in Meg & Cardi B’s too hot for tv music video, “Wap”. Meg is truly a class act because she didn’t have to show her love like that. Ever since then, the world can’t stop getting enough of Ms. Latto.
Continuing her rollout for her breakout album 777, Latto recently released the music video for her single “It’s Givin”. Watching this video really made me sit and think about how far Latto has come since her first appearance on the TV series The Rap Game. She seriously is one of my favorite artist development stories of recent times. So, her having such a star-studded video is well deserved at this point in her career!
It’s Givin Cameos
I haven’t seen a music video with this many cameos since the 90s! From Chloe x Halle, Flo Milli, Jordyn Woods, and Ella Mai, the list goes on and on with who you might catch in this video. As great as the video was, my complaint was that I wish they would’ve used this concept for a better song.
I felt there were plenty of great songs off the album that deserved a video before this one, such as “Sunshine” featuring Lil Wayne and Childish Gambino. Nonetheless, this video is still worth your view. Latto shows the world that beauty can come in all shapes, sizes, colors, and even a range of physicality.
What a well-executed video! It’s really good to see the next generation of female rappers riding for each other by having that “we can all eat” mentality. Latto never had to start any kind of beef to make a name for herself. Instead, she put in the work! This video was a great way for her to close out this chapter, and I’m sure the next one will be more eventful.
Listen to Latto’s It’s Givin on Spotify.
