What happens when three artists from three different musical worlds come together, with fashion playing a leading role in bringing their identities to life? Grammy-winning London producer YOGI has just released Ride or Die, his new single featuring Toronto's SadBoi and Tokyo's NENE, accompanied by a music video whose striking visual universe has been shaped by stylist Natasha Advani, known for her work with Grimes and Snoh Aalegra. The result connects the British Asian underground with two vibrant rap scenes, proving that creative collaboration knows no borders.
Following ANGREZE, released earlier this year, Ride or Die continues YOGI's exploration of his British-South Asian identity. Its distorted basslines and hypnotic rhythms provide the foundation for SadBoi's melodic confidence and NENE's unmistakable attitude. The accompanying video, filmed with both artists in their respective hometowns, translates this musical encounter into a visual language in which fashion plays an essential role.
Advani brings together pieces by WINDOWSEN, KWK by Kay Kwok, MALAKAI and GROUNDS, but her creative vision goes far beyond the clothes, particularly when it comes to NENE, whose pregnancy became an important part of the styling process.
“When I first heard Ride or Die and met NENE, my immediate vision was to create a look that celebrated her strength and individuality as an artist while embracing this beautiful and empowering chapter of growing a new life. I wanted her to feel confident, powerful and completely herself.”
For Advani, celebrating this moment meant preserving everything that makes NENE's visual identity so recognisable. The Japanese rapper, also known as one half of Yurufuwa Gang, has built her career around experimentation and an unapologetic attitude that the stylist was determined to honour.
“There was no reason to shy away from her fierce energy or bold creative identity. Instead, I wanted to amplify it, celebrating the incredible power of pregnancy without allowing it to define or soften her aesthetic. Ultimately, I wanted her to feel unapologetically and fiercely herself.”
With a forthcoming album expected next year, YOGI continues developing a musical universe shaped by his cultural heritage and his experiences moving between different worlds. Having previously worked with Dr. Dre and contributed to Victoria Monét's Grammy-winning JAGUAR II, the producer is now placing his own artistic identity firmly in the spotlight. And Ride or Die, with its powerful visual counterpart, is another step in that direction.
