Video: Black Milk – “Could It Be”

Premiered by XXL, the New Video for the Soulful FEVER Highlight Follows an Aspiring Musician as He Mourns His Ghostly Friend


Critical Praise for Black Milk:

“As the performance soared into a free-form jam, it was apparent that Mr. Cross and the band had succeeded in pushing the music far from the boundaries of any single genre.” – Wall Street Journal

“Black Milk’s solo career represents a constant cycle of adopting and mastering new production styles and then abandoning them before they become crutches.” – Pitchfork 

“His samples are elegant, his rhythms challenging and his drum kits tight.” – NPR

“Cross has no need for these extras; in his world of soul-tugging productions and machinegun-as-velvet delivery they are merely distractions. On this realization, and in the moment, it was hard not be floored by the obvious: this is what talent with genuine poise really looks and sounds like.” – Dallas Observer

“Striking an impressive balance between being rehearsed and spontaneous, he proved his chops as a multitalented artist once again.” – Okayplayer

The Video:

Blending rock, funk, rap, soul, and electronic into an incendiary blend, Detroit artist Black Milk delivers music with a message. Telling a poignant story about artistic struggle and memory, Black Milk delivers the moving video for Could It Be,” a soulful highlight from his recent FEVER album, now available through Mass Appeal Records. Directed by Gerard Victor and Black Milk, “Could It Be” follows the story of an aspiring artist, as he attempts to win the admiration of his friends and community with his music. Throughout the video, the artist interacts with the ghost of a dead friend, who nobody else in the video can see, representing the past that the artist must always remember on his road to success. Premiered by XXL, “Could It Be” is an ambitious and life-affirming visual about the power of love and memory, elevated by Black Milk’s soulful music.

Explains Black Milk to XXL, “The song is about pursuing a dream despite adversity, celebrating and sharing accomplishments with loved ones along the way. The character in the video, who’s pursuing his dream, is wishing his best friend was alive to celebrate with him, not knowing he’s there in spirit.”

A cohesive 12-track project that touches on vital issues such as racism, social media addiction, among others, listening to FEVER evokes the feeling of scrolling through an endless news feed, finding Black Milk reporting and commenting on the world’s problems with empathy, clarity, and wit. Black Milk’s sixth solo rap album, and his first since 2014’s If There’s a Hell BelowFEVER combines pointed and topical lyrics and brilliant musicianship, including percussion from all-star musicians Chris “Daddy” Dave (D’Angelo, Adele, Justin Bieber) and Daru Jones, bass by long-time collaborator Malik Hunter and keys and guitar from newcomers Ian Fink and Sasha Kashperko, respectively.

Currently on tour in Europe with his backing band Nat Turner, Black Milk recently announced 30 United States dates, including shows in Boston, NYC, Chicago, DC, Atlanta, and more, before concluding in Black’s hometown of Detroit where he’ll play two back-to-back nights. To accompany the tour announcement, Black Milk shared a Fever Tour playlist on Spotify, featuring songs from FEVER next to old and new favorites from Kali Uchis, Parliament, SiR, Steve Lacy, Mick Jenkins, Danny Brown, J.I.D., KAYTRANADAKhruangbin, and more.

Watch “Could It Be”:

Check out the XXL premiere:

Buy tickets to the FEVER Tour:


Listen to Black Milk’s FEVER Tour Playlist:

Tour Dates:

6/13 San Diego – Soda Bar
6/14 Los Angeles – Echoplex
6/15 San Francisco – Brick & Mortar
6/16 Fresno – Strummers
6/18 Salt Lake City – Urban Lounge
6/19 Boise – Neurolux
6/20 Portland – Jack London Revue
6/21 Seattle – Chop Suey
6/23 Missoula – Top Hat
6/26 Denver – Larimer Lake
6/27 Albuquerque – Sister Bar
6/28 El Paso – Lowbrow Palace
6/29 Phoenix – Crescent Ballroom
6/30 Las Vegas – Bunkhouse
7/11 Boston – Middle East
7/13 New York – Rough Trade
7/16 Cleveland – Grog Shop
7/17 Chicago – Schubas
7/18 Indianapolis – Hi-Fi
7/21 Milwaukee – Cactus Club
7/22 Minneapolis – 7th Street Entry
7/24 Kansas City – Riot Room
7/26 Austin – Empire Control Room
7/28 Atlanta – Aisle 5
7/30 Asheville – Mothlight
7/31 Nashville – High Watt
8/01 Raleigh – King’s
8/02 DC – Rock & Roll Hotel
8/04 Detroit – El Club
8/05 Detroit – El Club


Please contact Michelle or Dharmic if interested in talking with Black Milk.

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Bio, pictures and streams available here:

“Could It Be”:

Listen to Black Milk’s FEVER Tour Playlist:

Buy tickets to the FEVER Tour:


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