Following the release of her self-titled debut EP, Ayra Starr has gone on to amass 11 million global streams, No.1 peak on Nigerian iTunes and Apple Music charts, as well as an ever-growing social media following from all around the world. The newest Mavin Records signee launched her project with the uplifting Away. She now continues her run with the release of her second visual from the EP for DITR (Diamond In The Rough).
Directed by Afolabi Olalekan, DITR’s visuals take on a more narrative approach to bring the song’s lyrics to life. One of the more vulnerable tracks in her project, DITR comments on the coming of age experience of young Nigerians. The external pressures as well as the internal conflicts that might shape the life of young Nigerians.
In one scene, grown men sat on a round table in a speakeasy taking swigs from bottles and waving around guns, are replaced with little boys doing the same actions. The back and forth from adult men to little boys essentially homing into the ideas that Ayra sings about; kids growing up way too quickly. “DITR is an ode to Gen Z,” Ayra said when asked about the song, “we’re coming of age in a really weird, scary time and I hope this lets people know that they’re not alone.” The video closes off with her taking the place of one of the characters in the visuals as a show of empathy and solidarity.
With her stellar vocals accompanying the equally impressive visuals, the afro-pop princess continues to impress with her knack for impactful storytelling.