Low-key and high-key? I love what Destroy Lonely is bringing to the culture. The music is such signature and different, you can’t help but soak it all in. So getting the launch anthem off his If Looks Could Kill album - ‘how u feel?’ - in music video form? Epic.

Surrounded by deadly women, it’s a cinematic flex. Peep the details and keep scrolling to see the full-fledged visual.

Today, rising Atlanta rap star Destroy Lonely releases the video for “how u feel?,” the beloved opening song from his acclaimed debut album If Looks Could Kill. Known across the globe as one of the genre’s most visionary new figures, Destroy Lonely gives the song the visual treatment it deserves: a crime plot rich in texture and character. Watch visual directed by JMP HERE. 

"how u feel?,” which was recently featured in the major motion picture Insidious: The Red Door, is the perfect tone-setter for If Looks Could Kill, flashing effortlessly back and forth between material concerns and longing for friends gone or incarcerated. In keeping with this theme, the video captures Destroy Lonely in two distinctly different modes: in the eye of the storm and on its fringes, as a careful observer. 

In a short time, Destroy Lonely has established himself as not only one of rap’s most exciting newcomers, but also its most bankable. “how u feel?” has already racked up over 10 million plays on Spotify alone, while If Looks Could Kill’s title track recently blew past the 40 million mark. The universal excitement he’s inspired from fans and the press has only grown as his expansion into fashion gains steam. He recently collaborated with PinkPantheress on “Turn Your Phone Off,” was ranked Rap Caviar’s All Star Rookie of the Year, created a merch collection alongside Matthew Williams of Givenchy for 1017 ALYX 9SM, and was featured in a pre-fall campaign for Marc Jacobs. 

This fall, fans will be able to catch Destroy Lonely as part of the most anticipated live event in rap, Playboi Carti’s Antagonist Tour.