The Edgar Esteves-directed visual follows her last single, “Serious.”
Keke Palmer has released a new music video for her single, “Assets.”
The Edgar Esteves-directed visual sees the actress and singer playing multiple characters in a hair salon as she prepares for a job interview at the bank. In the nearly seven-minute long storyline written by Palmer, the Big Boss Records creator speaks about the qualities that make her an exceptional woman.
She sings, “On another level, ain’t sh*t you could tell her/ She don’t ever see the tag, she just throw it in the bag/ Mama taught her good, she can’t do no wrong/ The epitome of class so you know they all be mad/ So bossy, eyes on her/ Face card on ten, f**k what you heard/ Not the type to be with everybody/ Stay up out the way, get to the money.”
“I worked hard to get where I am, I want someone to see it as an asset, not something to be intimidated by,” Palmer said about the song in a press release.
The track follows the single and video for “Serious” which was released in November following her debut performance at the 2023 BET Soul Train Awards.
The multifaceted boss lady starred in the song’s visual, where she shows the result of a tumultuous relationship between her and lover portrayed by actor Moriah Johnson. In the Billie Woodruff-directed video, Palmer goes from being dumped roadside by her man to sitting him down for an interrogation before she drags his weightless body.
“I wrote ‘Serious’ for the Deluxe album as a universal anthem about celebrating your self-worth and not settling for less,” she stated about the Kenneth ‘KP’ Paige-produced track at the time. “It’s a testament to knowing what it means to choose yourself and live in that truth.”
“Assets” is set to live on her new visual album Big Boss: Deluxe, which also boasts titles, “Serious” “Crazy Things” and “Ungorgeous.” The album “chronicles her inspiring journey as a young woman from Chicago, facing immense challenges in the male-dominated music industry,” with hope to “encourage listeners to embrace self-love, faith, and determination.”
Big Boss: Deluxe is available on Palmer’s digital network, KeyTV and all music streaming platforms now.
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