Following her debut in January as Mavin Records’ newest signing and a bite back at the industry’s general attitude to teen stars, especially girls, Beninese-Nigerian Ayra Starr has racked up millions of global streams with her debut self-titled EP Ayra Starr and is going on to challenge status quos with nothing more than her image and sound. The self-titled EP was led by the anthemic Away, with a million-dollar video which the singer wishes to replicate in the rest of her video rollout. In the just-released video for DITR, she does just this despite the uniqueness of the video’s theme.
Ayra Starr throws herself into this video and makes it personal. She showcases her remarkable storytelling ability through unflinchingly profound visuals, depicting the life and growing pains of young Gen-Z Nigerians navigating societal pressures and insecurities.
Speaking of her inspiration, she said:
“DITR is an ode to Gen Z. We’re coming of age in a really weird, scary time and I hope this lets people know that they’re not alone.”
Starr’s magnetic blend of Afro-pop, R&B, trap and alté styles has attracted global critical acclaim and with her work rate, she drives her feet firmer into the ground.