DeJ Loaf bosses up in a dreamland for the “Bubbly” video

Every now and then you can get stuck wondering what hip-hop needs more of — and as a reminder, an artist that's yet to hit her full potential returns with a new song. "Bubbly" is classic DeJ Loaf — unbothered, the definition of a quiet flex, with the rapper treating her authority in the rap world as a law of physics. The song was released on Friday, and today The FADER's premiering the music video.

Dave Meyers' influence is strong in the "Bubbly" video. Like the videos for "Humble" and "Sicko Mode," "Bubbly" aims to tell a backstory with a surreal twist dictated by the song's lyrics. A humble suburban home is the setting: dozens of champagne bottles litter the dining room table, while a stripper dances in another room, and a pregnant woman poses in the next.

Taken together, the images are recreations of formative people and moments in DeJ's life. She went into detail in a statement provided to The FADER: "This song specifically speaks about events, in detail, that occurred to me prior to making it BIG. I feel like I’m finally releasing my vision and no one else’s! The video captures every aspect of ME! And it’s a representation of my grandmother who I was raised by, who passed along in 2011. Now that I have independence, I feel like it’s the perfect time to give my story straight UP! Look at this song as just a chapter from my book (album)."

DeJ Loaf's new album Sell Sole II is currently in the works.

Thumbnail photo by G Shotz