Today (July 24th) Kreayshawn unveiled the colorful video above for her brand new single "Go Hard" which is taken from the Oakland rapper's upcoming album, Somethin 'Bout Kreay which will drop on Columbia Records by the end of the year. The artist, whose meteoric rise to fame has been well documented including here on the Amoeblog, shot to fame via the viral success of the May 2011 video "Gucci Gucci." The ever-popular video, which to date has racked up almost 37 million YouTube hits, landed her a big dollar record deal with the major label which within a couple of months of its release. Since then she's built on her fanbase as well as managed to continually piss off a segment of diehard hip-hop heads who feel that she rode on the coattails of Bay Area rap culture and slang just to get to where she is. She and her White Girl Mob crew dismiss these detractors as "jealous haters."
Fresh back in the US from a European tour that took her to festivals in Norway, Belgium, France, and the UK (where she launched her new collaborative t-shirt line with clothing brand A Bathing Ape) the artist says of the new single "Go Hard' with the "la,la,la" refrain that, "I wanted to inspire people to just do their own thing." The rapper/rapper / videographer came up with the video storyboard, which she describes as "a visual adventure," in collaboration with design based collective Syndrome, who have previously done videos for big name stars like Eminem, Ke$ha and the Black Eyed Peas.