Top Dawg Entertainment is entering its next era soon and has been rolling out its latest wave of artists to take advantage of the vacuum that will be left by Kendrick Lamar’s departure after he releases his final TDE album. Last year, the label introduced Long Beach native Ray Vaughn to the fold with the harrowing “Tap” video and earlier this month, announced that it had signed Doechii with the release of her house-influenced single, “Persuasive.”
Today, Doechii doubled down on the new single, releasing a colorful, futuristic-looking video for the single. In it, Doechii displays her quirky fashion sense and leads a troupe of dancers as they vogue for the camera in a ballroom-inspired sequence that plays off the single’s upbeat instrumentation.
Prior to officially signing to the label, Doechii appeared on Isaiah Rashad’s The House Is Burning single “Wat U Sed” and on his Lil’ Sunny’s Awesome Vacation tour, prompting speculation that the LA-based label had picked up the eclectic new artist for its roster. While the confirmation wouldn’t come until recently, the positive reception of Doechii’s guest spots certainly helped, and fans are certainly intrigued to see what she does with the label next.
In addition, TDE announced its partnership with Capitol Records on releasing their new artist’s music, along with a video about the new partnership.
Watch the “Persuasive” video above.
