Laila! is garnering attention with her surreal visuals for the popular song “Not My Problem.”
The music video, directed by Otmara Marrero and launched on Friday (Aug. 16), portrays the rising star grappling with her boyfriend’s cheating incidents by seeking solace within herself.
The plot unfolds as she discovers her boyfriend in the arms of another woman. Following her initial frustration, she retreats to bed only to see a 90s-themed commercial for a counseling hotline. When she dials the number, she surprisingly finds herself, clad in a two-piece tweed suit, ready to dispense advice.
In a press conference scene, the 18-year old asserts, “That’s just not my problem.”
The widespread track is a precursor to a more comprehensive project by the Gen-Z vocalist, who is the daughter of Yasiin Bey, also known as Mos Def. Simultaneously, Laila! also announced her inaugural album, Gap Year!, which is slated for release on Sept. 6th through IIIXL Studio, in collaboration with Soundcloud.
“’Not My Problem'” began with a freestyle beat I created,” Laila! explained. “Upon listening, my sister’s approval came as, ‘That’s hard.’ The hook came naturally with the beat. The song eventually evolved into a mantra about letting go and refusing to absorb problems that aren’t essentially yours.
A deeper dive into her upcoming 17-song album reveals it to be entirely self-written and self-produced. In her conversation with PEOPLE she explains, “It’s a deeply personal endeavor that explores diverse themes like love, loneliness, insecurity, as well as joyous and fun moments.”
Her track “Not My Problem” has been getting significant recognition among artists, including Cash Cobain, who gave his spin to the record in his version titled “PROBLEM,” featuring additional 14 rappers.
That said, Laila! is clear about her ambition to present her artwork beyond mere digital popularity.
“In the midst of these viral online moments which certainly have been enjoyable, I feel an urge to present myself as an artist capable of producing tangible work,” she told PEOPLE. “While these moments have drastically changed things for me, I aim to demonstrate that I have a lot more to offer and that I am a well-thought-out professional artist.”
Check out the official “Not My Problem” music video above.
