With less than a month left until Big K.R.I.T. drops his sophomore album, Cadillactica, it’s time to pay attention. A good place to start: His new “Pay Attention” video, featuring Rico Love.
The minimalist visual finds Krizzle and Rico each matched with a lovely lady — but they’re not fully engaged. As the hook laments: “I should be paying more attention to you.”
In September, K.R.I.T. told MTV News that this album would be different for him, particularly from a production standpoint.
“I only used three samples on the entire album, which is amazing for me, because people know me to sample a lot,” he said while on the Bet Hip-Hop Awards carpet. “For me, it was trying to make the kind of music that sounds like a sample, feels like a sample, had the same amount of grit and soul as a sample — [although] it wasn’t.”
This is the first official single off of the Mississippi rapper’s upcoming Def Jam release, which drops November 11. He also put out the eponymous single this week, which you can listen to below.
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