9 July, 2021 – South African musician Priddy Ugly has officially dropped the pre-order link for his highly-anticipated sophomore album, Soil.
The announcement comes off the back of an already momentous 2021 for the thirty year- old rapper, during which he assumed a record label executive position along Vaughn Thiel on the STAY LOW x GAS music venture; dropped a handful of official street anthems with exciting corresponding visuals; and set fire to the webisphere with his sought-after viral freetsyles.
The pre-order boasts a solid 10-song tracklist, revealing meticulously crafted collaborations on the album, including Maglera Doeboy, ZuluMecca, Blxckie and an appearance by elusive U.S rapper H-D.
Priddy Ugly celebrates the announcement with the drop of the music official video for the album’s title song SOIL – a wholesome and visually avant garde homage to the land where he plants his feet.
“Making this project was not only important because it is my second album. It was a process of self-reconnaissance for me as an individual and also with respect to where I am from and what we have to offer the world as a nation and a people. ‘Soil’ is the first song on the album because it sets the tone for that, so it just made sense to kick off the visuals this manner too.” – Priddy Ugly
Directed by Fred-From-Yesterday and White-Flame, ‘SOIL’ was filmed in various locations around South Africa including Soweto, Umlazi, Camps Bay, Bo Kaap, Johannesburg Central and Umhlanga, and uses the country’s diversely picturesque sites and complex condition as a companion to Priddy’s effortless delivery and poignant lyricism on the song.
SOIL – Priddy Ugly’s first official release under the STAY LOW x GAS partnership, by way of Steyn Entertainment, is set to drop on 28th July 2021 across all DSP’s worldwide. Pre-Order available NOW.
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Founded in 2020, STAY LOW is a Johannesburg based Record Label and Management Company, which falls under the greater Steyn Entertainment umbrella. The multi-faceted talent label is dedicated to empowering independent artists across various disciplines, with the brand focused on creating a landscape that connects African talent to the rest of the world. Current talent includes multi-platinum and award-winning artists; Zoocci Coke Dope and Shooterkhumz, accomplished producers and artists such as Priddy Ugly, Wichi1080 and Herc, along with the likes of ground- breaking artists such as lordkez & Mars Baby, to name a few. The brand further focusses on talent across other disciplines including one of Africa’s most accomplished Dancers in Bontle Modiselle, and award-winning Head Chef extraordinaire Katlego Mlambo.