After debuting the song last week, Ty Dolla $ign links up with J. Cole in the companion video for “Purple Emoji.”
The clip, shot in Brooklyn, is a diverse celebration of love and stars couples of different ages, races, and sexual orientations. Ty and Cole take a backseat to their co-stars, only making brief appearances while saluting the women in their lives.
“I had to boss up, I had to level up myself / I did some growing up, I’m doing better for myself,” sings Ty on the soulful love song.
“‘Purple Emoji’ instantly connected with me on an authentic level. It’s so amazing to hear that sort of vulnerability from artists who are talking about their day ones and a love that we can all relate to,” said the video’s director, Olivia Rose. “I wanted to stay true to the lyrics and create a video that showed real couples, real friends, real siblings and the tiniest of actions of intimacy they share. I think the outcome is a video that can resonate with all people from all walks of life and is representative of the full spectrum of love.”
“Purple Emoji” is the first single off Ty’s upcoming album, the follow-up to 2017’s Beach House 3. “It’s definitely my favorite album I’ve done yet,” he told Zane Lowe on Beats 1. “My most personal, really talking the talk, lot more serious songs, but a couple party songs, bangers and stuff.”