Adekunle Gold, Simi - Look What You Made Me Do

JUL 01 2024 · 12:00

Adekunle Gold, Simi - Look What You Made Me Do (2024) Director: Director K (Aremu Olaiwola Qudus) Era: Global Afrobeats Ascendancy (2023–2024) - Nigerian Afropop achieving mainstream international crossover via major label infrastructure, streaming-first distribution, and cinematic music video aesthetics. A high-value archival document at the intersection of Afrobeats' global commercial peak and deeply personal artistic expression. As a wedding-anniversary release by one of Nigeria's most prominent musical couples, directed by one of the country's most awarded video directors under a major international label, the video encapsulates multiple dimensions of the 2023–2024 Nigerian music moment, intimacy, global ambition, technical polish, and cultural authenticity, in a single 172-second artifact. Context: Released on 17 January 2024 to mark Adekunle Gold and Simi's fifth wedding anniversary, this video is a landmark document of the personal-as-public intimacy that defines the couple's artistic brand. Drawn from 'Tequila Ever After', Adekunle Gold's fifth studio album released July 2023 on Def Jam Recordings, the video arrived at the peak of Nigerian Afrobeats' international commercial moment, with the album surpassing 265 million worldwide streams. The release followed a sold-out North American Live Nation tour and Lagos headline performances, positioning the video as both a romantic statement and a promotional capstone for a globally acclaimed album cycle. Director notes: The music video for 'Look What You Made Me Do' was directed by Director K and produced under PriorGold Pictures. It was released on 17 January 2024 to coincide with Adekunle Gold and Simi's fifth wedding anniversary. The video captures an intimate performance between the married couple, featuring a succession of close-ups and playful interplay. It was released via Def Jam Recordings as a visual companion to the track from Adekunle Gold's fifth studio album 'Tequila Ever After' (July 2023). Director K had an ongoing creative relationship with Adekunle Gold on the 'Tequila Ever After' era, also directing the 'Ogaranya' video.