Video: Yatta Bandz – “4Lifers“
The Bay Area Riser Shares a Time-Traveling Video for a New Melodic Highlight from Upcoming Album TUFF LUV, the Follow-Up to His Quietly Successful 2022 Album Perfect Storm (100 Million Streams Across Platforms)
Yatta Bandz commands a legion of fans who respond to his relatable lyrics, heart-on-sleeve honesty, and easy way with melody. Demonstrating all three of those qualities on the latest glimpse at his upcoming album TUFF LUV, the 21-year-old rapper shares “4Lifers,“ his latest music video. Working through the higher-end of his vocal register with raw emotion, the Bay Area native takes a page out of Mary J. Blige’s book, looking past short-term flings and searching for a real love. Winding around thumping 808s and gently-plucked acoustic guitars, Yatta makes his intentions clear: “Run around, he gave you the run around/But you chasin’ temporary love until the sun is down/Girl, I couldn’t help but notice you been feelin’ hopeless/And Imma be the one to make it better now,” he croons. In the video, directed by Jay Pusha, Yatta and his one-and-only travel through space and time, keeping their spark as they move from the modern day Bay Area to an ice planet to a Prohibition-era speakeasy and back.
The follow-up to his successful 2022 debut project Perfect Storm (over 100 million streams across platforms), TUFF LUV demonstrates Yatta’s ability to succinctly and emotionally describe matters of the heart, distilling complicated situations into memorable hooks with his conversational melodies. The Heyward, CA native is not afraid to get in his feelings, displaying a vulnerability that make his love songs and breakup anthems resonate with his fans, who stream his catalog millions of times per week. Featuring appearances from 3Breezy and Tatiana Mana, and featuring recent singles “Way Out West“ (3.4 million total streams), “Hard Headed” (615k YouTube views), and the longing “Find My Way,“ TUFF LUV drops on August 18th via EMPIRE.
Born in Hayward, an East Bay city south of Oakland and north of Fremont, Yatta endured a rough childhood, experiencing periods of homelessness during his elementary school years. He found refuge from his hardships with his love of music, immersing himself in the discographies of artists like Juice WRLD, J. Cole, XXXTentacion, and Polo G. Yatta first found an outlet for his creativity by posting his original freestyles on Instagram, building a following that naturally followed him to SoundCloud, where he released underground hits like “Loyalty” and “Somebody,” and to YouTube, where he cultivated a following of over 202k subscribers. Yatta broke out in a big way in 2022 with the release of singles like “Don’t Go” (23.4 million Spotify streams, 7.1 million YouTube views) and “Unseen Scars” (23.2 million Spotify streams, 3.1 million views on YouTube audio), both of which can be found on Perfect Storm, his debut album.
With the upcoming TUFF LUV, Yatta hopes to expand beyond the Bay and earn some national recognition. Stay tuned for much more from the 21-year-old rapper very soon.
Watch “4Lifers”: https://youtu.be/bfpYvfwrHzY
Stream “4Lifers” (out on all DSPs tomorrow, August 4th): https://music.empi.re/4lifers
Pre-order TUFF LUV: https://music.empi.re/tuffluv
TUFF LUV tracklist:
- Had It Hard
- Toxic Inspiration
- Find My Way
- Way Out West
- Fallin Again ft. Tatiana Mana
- Hard Headed
- Attached ft. 3Breezy
- Save The Day
- Take It Easy
- Time After Time
Photo credit: Mark Gonzales
Yatta Bandz explores extreme emotions in his music. He’ll confront heartache head-on with a wavy rhyme or embrace loneliness in a balmy and bold melody. By holding nothing back, his music may very well sound exactly how you feel in the moment. Yatta always found love in even the roughest of circumstances. He endured a period of homelessness as a young child, holing up in hotels or at the homes of gracious family members for three years. Music offered an escape as he discovered Drake, J. Cole, Juice WRLD, XXXTentacion, and Polo G. He got his first taste of viral success in high school, gaining traction with “Loyalty” and “Somebody.” In 2022, he ignited his debut Perfect Storm. With a bevy of bangers, “Don’t Go” piled up 24 million Spotify streams followed by “Unseen Scars” with 23 million Spotify streams and “Phone Calls” with 16 million Spotify streams. With empathy and energy, he has generated hundreds of millions of streams and incited the applause of OnesToWatch and HotNewHipHop, among others. Now, he opens up like never before and explores love from every angle on his 2023 second full-length offering, TUFF LUV [EMPIRE], featuring “Find My Way.”
Pre-order TUFF LUV: https://music.empi.re/tuffluv
“Find My Way”: https://music.empi.re/findmyway
“Take It Easy (AUX)”: https://www.youtube.com/watch?v=93T5PoR7Zx8
“On My Way”: https://www.youtube.com/watch?v=o6eJTcO9o4Q
“Boys Don’t Cry”: https://www.youtube.com/watch?v=_nuOlc3QgNY
“Unseen Scars”: https://www.youtube.com/watch?v=049O1kl-Pb4
“Don’t Go”: https://www.youtube.com/watch?v=JC-10WnX1a8