By Jack Barnes
A rise-and-grind emcee with a easygoing drawl and a devoted fanbase, Scotty ATL is effortlessly relatable. Premiered by XXL, Scotty returns with the video for “Stupid Rich,“ a ruminative, Southern-fried, guitar and organ-driven thumper. Enjoy this video stream below after the jump.
Though the song’s title suggests a boast, “Stupid Rich” is less materialistic and more sorrowful: “If I had a dime/for every single time/all you n*ggas lied/I’d be stupid rich.” In the half-black-and-white video, directed by Sonny Bonoho and Ife Adeniji, the Cool ClubCEO travels to Eugene, Oregon to reflect on his hardships, intercut with confessional, full-color close-ups of Scotty in a dark room. Produced by Cory Mo, “Stupid Rich” is the opening track to Scotty’s recent Daily Bread, an album rooted in tragedy and triumph, focusing on Scotty’s personal growth and lessons learned.
Explains Scotty ATL: “This video is simple but powerful. Represents the pain & joy I’ve been through this year. This song and video shows that no matter what you can make it to the top, that’s why I’m solo in it, thru all the lies and bullshit mfs feed you, press through and shine on they ass. At the end of the video you see I shed a few tears… We shot it in Oregon and when we shot that scene by the river, I couldn’t do nothing but reflect on my homies that I lost this year that I talk about in the first verse (‘long live Bank’). Sometimes I’m working so much to keep my mind off stuff like that, but when I had a chance to really be still and listen to what I was saying I couldn’t stop the tears from flowing. We had to actually stop shooting cause it was so powerful the whole camera staff was crying.”
Scotty also explained why he choose the song for the video: “The vibe of “Stupid Rich” sets the tone for the whole project. It has a gritty ATL sound to it–it reminds me off Ghetto Mafia. It was hard, straight to the point, still clever. A lot of people can relate to that. It’s produced by Cory Mo (UGK), and he can fuse the ATL sound and the UGK sound. Cory was like Pimp C’s little brother, and now I’m like Cory Mo’s little homie. It’s like the game from Pimp C is being passed down to me through him. We like family, for real. This is one of the best tracks we’ve made together so far. The black-and-white of the video shows raw emotion. There’s not a lot of theatrics in the video but you can connect with the song and person. You know what I’m saying is true.”
“Stupid Rich” is the fourth visual to emerge from Daily Bread, following this month’s live performance centric “”Tha Ruler,” October’s candy-colored, Karen Civil-premiered “So High”, and September’s Kissie Lee-featuring highlight “Kno That U Will.” Prior to the album’s release, The FADER premiered the sorrowful, Ty Dolla $ign-assisted “Bye Bye,” in which Scotty mourns fallen friends, including four that he lost in a period of four weeks in March 2016 while he was on tour with B.o.B. Informed by grief and great loss, including a stretch in March when Scotty lost four close friends in four weeks, Daily Bread follows in a noble tradition of rap classics like UGK’s Ridin Dirty and songs like Pete Rock & CL Smooth’s “T.R.O.Y.”or 2Pac’s “Keep Ya Head Up,” exploring the excesses and the consequences of a rapper’s life. Daily Bread is the result of a career’s worth of grinding, and it stands as one of the rapper’s most accomplished efforts.
Scotty also has three concerts coming up this weekend. On Friday, he will hosting a single release party for “So High” at Tease in Atlanta. Saturday he will be performing at the 3rd annual All Black Affair at Northside Hall in Radcliff, KY with Sir Wiz, BRXTN, and Bread Boy Entertainment. He finishes the weekend back in Atlanta, performing at Bonfire, a popular independent concert series.
Daily Bread Tracklist:
- Stupid Rich (Prod by Cory Mo)
- Tha Ruler (Prod by CAL – i)
- Cant be Life (Prod by JayeLL)
- M.Y.O.B (Prod by KE On the Track)
- So HIGH Feat. Jay Dot Rain (Prod by KE On the Track)
- Kno That U Will Feat. Kissie Lee (Prod by Tino)
- M.Y.O.B (Prod by KE On the Track)
- Tom Sawya (Prod by 8 Track)
- The Journey (Prod by Chris Prythm)
- Bye Bye Feat. Ty $
- Amen (Prod by DJ Burn One)
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