3.10.2023

Video: Rich Amiri – “Salty”

The Boston Teenage Rager Applies Pressure to an Internet Money Instrumental in Latest Single from Upcoming EVOLUTION Project

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:

With his sights set on stardom and an arsenal of versatile flows to help get him there, Rich Amiri is paving the way to a bright future. Returning ahead of his forthcoming project EVOLUTION, Rich shares his latest single, “Salty.” Over a persistent synth organ instrumental by Nick Mira, Thankyouwill & Taz Taylor, the track finds the Boston native keeping a watchful eye on his adversaries as he continues his rise: “I’m riding ‘round with a Glocky, watching my back, cause they tryna stop me.”

The Declan Kyle-directed video for “Salty” paints a picture of the heights Rich aims to reach and the measures he’s willing to take to assure he arrives there safely. Sitting in the dilapidated, brick-lined garage of a high-rise building next to his jet-black Rolls-Royce, Amiri treats the hideout like Batman arriving at his cave. As the song progresses, Amiri begins his rise, cautiously entering a run-down elevator before reaching the building’s rooftop, overlooking the cold city streets like his own personal Gotham. “Salty” follows the high-flying video for EVOLUTION single “Poppin” ft. Lil Tecca, which has over 1.2 million Spotify streams since its late February release.

“Salty” and “Poppin” continue a period of continued forward momentum for the busy, Boston-born rapper. Starting with his 2021 hit “Never Fail,” which recently surpassed 3 million streams on SoundCloud, Amiri shared a consistent stream of underground hits. 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. For the rest of the year, Amiri kept busy with a series of singles and videos, including the chest-thumping, Cxdy & Taz Taylor-produced single “Can’t Die,” the irresistible “Dirty Money,” the rage-heavy two-pack “ruthless” and “trouble,” and the soulful slow jam “Keep All That.”

With the respect of his peers, co-signs from heavy hitters like Internet Money and Lil Tecca, and a fast-growing fanbase, Rich Amiri prepares to rise to mainstream recognition. Stay tuned for much more from the rising star in the near future.

Watch “Salty”: https://youtu.be/4Gf0aoWvVYQ

Stream “Salty”: https://richamiri.lnk.to/Salty

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. 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. “