New clip is available now
Yungblud has shared the official music video for his latest turbo-charged anthem “Lowlife.” The video, which made its broadcast premiere today (Thurs, Aug 3rd) on MTV Live, MTVU, MTV Biggest Pop and on the Paramount Times Square billboards. The clip was directed by Priya Minhas and Yungblud and follows the internationally acclaimed musician, as he and a representation of his cheeky younger self strut around the iconic Camden Town in London.
“I wanted to make something that looked like Emo shameless or St Trinians on Acid,” Yungblud shares. “As I was writing the song, I was visualizing the video in my head, it literally helped me get the words down on paper.
“I knew it had to be shot in Camden Town and I wanted to be walking side by side with my younger self, guiding him through a fucked up world based on real memories and people I have encountered in my life. Almost a message to myself saying that life doesn’t always have to be so deep and there is beauty to be found in chaos and opportunity in disaster.”
Talking about finding the perfect person to play his younger self, Yungblud reveals, “I met Colt when I was filming a live session in New Orleans and immediately upon meeting him I knew he had to play the little me. He was such a little brat with a load of bite and energy and felt exactly like me when I was his age so we flew him out to London for the shoot. This video is completely bonkers, but that’s what makes it perfect.”
The official music video comes as Yungblud nears the end of his wildly successful North American leg of Yungblud – The World Tour, produced by Live Nation. Playing packed-to-the-rafter venues across 25-dates in the east, south and west, the trek serves as a welcomed reminder of Yungblud’s impact, staying power, and as an important voice for Gen-Z, as he embarks on a fresh new era, and continues use his music to unite and empower the youth of today.
“Lowlife” is perhaps Yungblud’s most honest creation to date. Delivered with fervor and passion, energetic and rebellious the track fuses hard-edge melodies, heavy basslines and raw, vulnerable lyrics. It marks the beginning of a sonic and creative shift that sees Yungblud return to his alternative roots while also taking creative risks with quirky yet detailed production, and considered instrumentation that simultaneously feels both new and nostalgic.
He neglected the notion of being beholden to influences when writing the single and entered the studio with producer Paul Meany with no references or preconceived idea of the outcome. He says “I’ve not been going into the studio intent on making something like, ‘Close To Me’ or ‘Born This Way’ or ‘Life On Mars’. We’d start with a blank canvas each time, bring up a beat and see what the f**k happens.”
Since the beginning of his phenomenal rise, he has nurtured a vast collective of dedicated fans around the globe, with a social following of over 14.5 million and accumulating billions of streams, cementing him firmly amongst the top alternative artists of his generation. With more music to come throughout 2023, Yungblud’s trajectory is looking brighter and more exciting than ever.
In other news, Yungblud was added to Coke Studio’s already impressive 2023 lineup, releasing a fresh take on Primal Scream’s 1991 hit, “Movin’ On Up.” Recorded live at the famed Air Studios in London, in collaboration with 26-year-old Afro-fusion singer/songwriter BNXN, this new version brings together a euphony of percussionists, gospel singers, horns, strings and electric guitars combined with Yungblud’s bold and brash performance style and BNXN’s smooth lyrical delivery.
