/  03.04.2021


Back in June, August Alsina released his third studio album The Product III: stateofEMERGEncy, which boasted 27 tracks with additional features from Darrel Walls, Tink, Yo Gotti, Lil Wayne, and Juicy J. This week, the New Orleans crooner drops off a new video from that project for “Pretty,” an Alsina and The Exclusives-produced cut that sees him showing love to an unknown woman who might be unable to see her own strength:

“Lord knows, only the Lord knows, how you’ve been through so much but you keep it so cold, and you hold it all inside, you don’t let a thing go, I know that you seen it all but you still never told/

Every once in a while, I wonder what’s behind your smile, and the days I seen your life and do you wish that you could cry?”

Directed by Megan Gamez, the heartfelt video begins with a powerful message — “The only different between a flower and a weed in a judgment” — before we see a mother uplifting her young daughter. Between shots of Alsina performing the track, we then see a photo soon featuring girls and women of different ages who, despite the physical affliction they have endured, have continued to persevere and are even more beautiful as a result.

“Pretty” follows previous clips from the The Product III: stateofEMERGEncy for “NOLA” and “Rounds.” The album was also accompanied by a five-part docuseries titled “The Rise of August Alsina,” which took fans through his various journeys in life — including his music career, family and relationships, and his battle with an autoimmune disease. Outside of that, Alsina also teamed up with Rick Ross for the single “Entanglements” — a pretty direct shot at his highly publicized involvement with Jada Pinkett-Smith.

Press play on August Alsina’s “Pretty” video below.

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