Digital Roses Don’t Die

Big KRIT Hits The ‘Rhode Clean’ In His Silky New Video

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Big KRIT dropped off the latest video supporting his album Digital Roses Don’t Die today (June 1) for “Rhode Clean.” The ’80s-inspired visual directed by Thang Ho opens with an exquisitely dressed woman doing a brief stand-up comedy set before introducing the Mississippi rapper, who comes onto the stage dressed pretty sharply himself. From there, he delivers a performance of the record accompanied by a live band. The video continues showing flashes of luxury vehicles, other attendees dressed to the nines, and KRIT eventually makes his way outside to rap while flanked by women sitting atop one of the cars. It’s a special affair.

“Rhode Clean” follows the “So Cool” music video that was released back in January, leading into the February release of Digital Roses Don’t Die. The 17-song album’s sole feature was Rolynne and is the 35-year-old’s fifth studio album following 2019’s KRIT Iz Here. Big KRIT left the Def Jam label in 2016, and has since launched his own record label, Multi Alumni. The first release under Multi Alumni was his third studio album, 2017’s 4eva Is A Mighty Long Time, which debuted at No. 7 on the Billboard 200 chart.

Check out the smooth new video for “Rhode Clean” above.

Big KRIT Announces The Release Date Of His Next Album, ‘Digital Roses Don’t Die’

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big krit new album
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It has been nearly three years since Big KRIT’s last full-length release, KRIT Iz Here, building on the growing independent catalog he began cultivating in 2017 with 4eva Is A Mighty Long Time. Since he can release music on his own schedule now, it’s no surprise that the run up to his follow-up was as unhurried as it has been, but the wait is almost over.

The first hint that KRIT was preparing to break his hiatus with a new release came on New Music Friday last week when he dropped the video for his groovy comeback single, “So Cool.” Today, he revealed the new album’s title and release date. It’s called Digital Roses Don’t Die — a fittingly multilayered meditation on legacy, a constant theme throughout his music (his name stands for King Remembered In Time, after all) — and it’s due on February 18 through KRIT’s own operation, Multi Til I Die.

KRIT also shared the album cover, which breaks tradition by featuring the back of his head as he faces away from the camera, showing off an intricate braid pattern of a rose in his hair, surrounded by an elegant-looking portrait frame. We’ll presumably find out more in the coming weeks, but for now, check out the cover below.