By Jack Barnes
A master of emotional and melodic trap music, YFN Lucci is one of the most accomplished young hitmakers in the Atlanta scene. Revisiting a standout track from his recent EP Long Live Nut, YFN Lucci chronicles a robbery gone wrong in “Heartless,” his latest video. A bombastic trap ballad with swirling synth, chiming bells, and soaring vocal samples, “Heartless” is a rumination on the personal sacrifices required to become as successful as possible. Featuring an appearance from Rick Ross, who brings his usual gravitas to the track, “Heartless” is a fan favorite, earning over 4 million plays on Spotify and garnering a prominent placement on the very popular Rap Caviar playlist. Enjoy this video stream below after the jump.
In the video, which has already earned over 15k YouTube plays since its posting earlier this afternoon, the Think It’s a Game artist and Rick Ross plan a robbery, complete with large automatic weapons and cartoonish masks, which takes a wrong turn and reaches an explosive conclusion. An exhilarating visual for a powerful song, “Heartless” shows the risks people will take to improve their circumstances in life and the cruel consequences their actions often have.
Released in early April and dedicated to YFN Lucci’s former mentor who died before Lucci blew up, Long Live Nut, a major step forward for the young artist, debuted at #4 on the Billboard Rap chart and in the Top 10 on Billboard’s digital albums chart. The lead single from the track, “Everyday We Lit” featuring PNB Rock, grew into a massive hit, topping radio airplay charts and spending nine weeks on the Billboard Hot 100, peaking this week at #37. Released in January, YFN Lucci kept the momentum going for the track with a luxurious video, which has been viewed 38 million times on YouTube, and with a remix featuring Wiz Khalifa and Lil Yachty. “Everyday We Lit” is YFN Lucci’s second Hot 100 hit in two years, following 2016’s “Key to the Streets.” Featuring guest appearances from Migos and Trouble, as well as a remix starring Lil Wayne and 2 Chainz, “Key To The Streets” recently reached Platinum certification by the RIAA with over 1 million sales-equivalents. After a year of breakout success, two smash hit singles with June James, and collaborations with artists such as LilWayne, 2 Chainz, and Migos, YFN Lucci will continue to make his big homie Nut proud in 2017. is now available for stream and purchase.
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