Dawn Richard has put out the video for "chuuuuurch," a half-animated clip featuring Jelly Joseph and directed by Zebretta Johnson, as her album Creole Culture moves toward its October 9 release.
It is the third piece of the record to surface. The New Orleans singer had already lifted the house-leaning "Enough" from it and given the video treatment to "Baby, Can We?" with Durand Bernarr.
Richard describes the song as a conversation with herself about her path through the industry and the number of times she has had to remind herself who she is. Saying church, she said, is its own kind of affirmation, an amen, and "sometimes you have to be your own congregation."
The music follows that shape. It moves through gospel, bounce and dance music with nods to the energy of Crystal Waters and La Bouche, and keeps building, she said, almost like a service, until all of those influences are in the same space at once.
The video and the album are logged on the release calendar with the rest of the R&B and soul and electronic autumn. MusicSuey covered the album's October 9 date and the song itself when it first appeared.
The facts
- The chuuuuurch video features Jelly Joseph
- Zebretta Johnson directed the clip
- Creole Culture is due on October 9
- Earlier previews were Enough and Baby, Can We?
- Durand Bernarr featured on Baby, Can We?
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