A rotunda-esque backside in burgundy shorts breaks WOULF’s focus as he plays video games at the laundromat. Walking over to the mystery woman, he opens with a “What’s up?” and offers to help with her coloured clothes. Next, the pair are in a scene together, enjoying each other’s company. As he explains what he likes in the lyrics of the melodic rap song, confidence is the theme and topic at hand. If you lack conviction and self-reliance, the Cleveland artist probably won’t notice you.
In an email, WOULF shared the details about his video for ‘Heart In It’. Kahlel Hale, a director and frequent collaborator, shot the visual in Cleveland, Ohio.
I was able to get more creative with the location by shooting in a laundry mat and putting a storyline behind my vision. ‘Heart In It’ was a chance for me to showcase some acting skills in the intro of the video while staying true to my authentic self. And in true WOULF fashion, that means putting on for the people I f*ck with the most. I [really] wanted to highlight a few black-owned clothing brands in the visual: Always SHELL out of Charlotte, NC and OTS (Outwork the Struggle) from Cleveland, OH, helped bring my vision together. The genius behind the camera is Kahlel Hale, of Kahlel Production. His direction is what made ‘Heart In It’, unlike anything I’ve done before.
Check out WOULF’s artistic progression for the Menaco-produced visual below.