Laila! introduces ethereal visuals for her hit song “Not My Problem.”
Dropped on a Friday (Aug. 16), the emerging singer confronts her boyfriend’s betrayal in a music video directed by Otmara Marrero, gaining insight from within.
After witnessing her boyfriend in an embrace with another woman, Laila! goes to bed but ends up watching a 90s-style advert for an advice hotline. Dialing the number connects her to the artist, dressed in a two-piece tweed suit, ready to share advice with those seeking help.
In the clip, the 18-year-old responds, “That’s just not my problem,” during a hectic press conference.
As the precursor of bigger things to come, this influential track comes from the Gen-Z musician who happens to be the daughter of Yasiin Bey, formerly Mos Def. Along with the video, Laila! announces her upcoming debut album Gap Year!, set to be released on Sept. 6th, via IIIXL Studio in collaboration with Soundcloud.
“’Not My Problem’” began as a freestyle I made after creating the beat first,” shared Laila! in a statement. “I played it for my sister and she said ‘That’s hard.’ I started singing the hook and it clicked. It’s essentially a mantra about letting go and not taking on what’s not your problem.”
She elaborated more about the upcoming self-written and self-produced 17-track work to PEOPLE explaining, “It’s such a personal project, touching on diverse themes like love, longing, low confidence, but also excitement, joy, and fun.”
The Brooklyn native’s “Not My Problem” has drawn the attention of many artists, including Cash Cobain. He remixed the song for his “PROBLEM” sexy drill posse cut, including 14 more rappers.
However, for Laila! she underlines her intent to exhibit her artistry beyond the digital hype.
“Indeed, moments of online virality are fun, and they’ve changed everything for me, but I want my career to have real substance and tangibility,” she tells PEOPLE. “I aim to establish that I’m a thorough and thoughtful artist with a lot to say and offer.”
Checkout the official “Not My Problem” video above.
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