8.17.2022

Video: Rich Amiri – “Feelings” ft. Desire

The Boston-Area Teenager Teams with a Louisiana Pluggnb Riser For a Subdued and Smooth Video From His Debut Tape For The Better

Critical Praise:

“For someone who has only been rapping for two years, Rich continues to deliver nothing but perfection track after track.” – Lyrical Lemonade

The Video:

A talented teenager with a lush and velvety voice, Rich Amiri is primed to take over the game. Sharing a new duet with a fellow riser, Amiri turns up in Texas in “Feelings,” his new music video from his For The Better project. Belting over bouncing 808s, Amiri stretches syllables like taffy as he explains the mixed emotions that come from newfound fame–from hangers-on asking for favors to increased attention from the fairer sex. Louisiana rapper Desire tags in for the second verse, his higher register mixing nicely with Amiri’s baritone. Directed by @Siennaburmess, the video for “Feelings” finds both rappers relaxing in a Houston hotel, as the mutating, wavy visual effects reflect the disorienting feeling described in the lyrics.

“Feelings” is the latest missive from the busy, Boston-born 18-year-old. Earlier this month, Amiri shared the video for the chest-thumping, Cxdy & Taz Taylor-produced single “Can’t Die,” and served up a double-dose of rage with the release of singles “ruthless” and “trouble.” In June, the rapper shared For The Better, his debut project. Featuring appearances from SSGKobe, Summrs, and others, the 8-song effort showcased Amiri’s beyond-his-years maturity and sharp songwriting, while Internet Money helped craft a soundscape that suited his inimitable voice.

Since he started uploading songs to his SoundCloud in 2020, Rich Amiri has established himself as a fixture in rap’s burgeoning melodic underground. He first earned recognition with his 2021 song “Never Fail,” which surpassed 2.7 million plays on SoundCloud, and he struck again late last year with his bubbling hit “Walk In.” Most recently, the young artist shared the video for his For The Better highlight “Bounty.”

With the respect of his peers and a fast-growing fanbase, Rich Amiri is on the path to stardom. Stay tuned for much more from the rising rapper in the near future.

Watch “Feelings” ft. Desire: https://www.youtube.com/watch?v=a9HpEe0KELM

Please contact Michelle or Kevin for more info.

The Background:

Hypnotic and honeyed, Rich Amiri’s voice is like little else in rap. Having only recently started taking music seriously, his syrupy melodies have already helped him stand out from his peers in plugg&B–a slurry blend of soul and cloud rap that’s been taking over the internet. Amiri’s humble and nonchalant about his gifts but that hasn’t stopped him from becoming one of his scene’s most free-associative songwriters. He switches lanes with grace, as evidenced by some of the highlights from his recent EP Chase. Tracks like “J10” are low-key and sensitive, while “Never Fail” allows him room to rage, showing off his many sides in quick succession. Though the 18-year-old hails from Boston, he’s a child of the internet who’s been uploading bedroom recordings to SoundCloud since 2020. Like many Gen Z stars, Amiri is something of a one-man army. He says even before he made music, he was on TikTok “from sunup to sundown,” meaning he knew exactly how to get “Never Fail” to go viral—and it’s now inching toward 2 million SoundCloud streams. He’s aligned with the proudly independent 10K Projects, but he has no interest in messing with a successful formula. Amiri’s just getting started, but he’s already starting to accomplish his goals, reaching fans and sharing his innermost feelings. And yet, he’s quickly learned not to force anything. He’s made it this far by trusting his gut, after all. “If it’s a good beat, it’ll speak to me,” he says. “Then I make it speak to other people, too. “