Priddy Ugly recently dropped two brand new singles called ‘Reminder To You’ and ‘Rainbow’ which follow the announcement of his dynamic partnership between his Global African Sounds (GAS) record label and Steyn Entertainment’s STAY LOW imprint, where he now holds the title of record label executive alongside Vaughn Thiel. These new singles serve as the first official releases from the collaborative venture and ‘A Reminder To You’ (produced by frequent collaborators Herc and wichi1080) is the third instalment in a series of songs carrying the ‘Reminder’ namesake, on which Priddy Ugly is said to channel the kind of conscientious introspection that has earned him the respect of the most pensive minds in music.
‘Rainbow’, produced by multi-award-winning producer Shooterkhumz, is said to explore the pendulum of joy and trepidation that plague a young father raising a daughter in the 21st century. The tandem drop is accompanied by a simple but profoundly cinematic visual that delivers aesthetically on the juxtaposition created by the polarising energies of the songs. Directed by White-Flame and Fred-From-Yesterday, the piece was filmed in Birch Acres, Kempton (Johannesburg) on the very streets where Priddy Ugly was raised.
Life is a spectrum. That’s the sincere experience of being a human being; that some days you feel militant and on other days, you feel vulnerable and ponder on what the future holds. More than anything, I am extremely proud of these songs and hope they will set the tone for what’s to come for me musically in 2021. – Priddy Ugly