070 Shake - Lose My Cool ft. NLE Choppa

What this video is

Released December 3, 2021, 'Lose My Cool' marked 070 Shake's return to solo music after nearly two years, bridging her critically acclaimed debut Modus Vivendi (2020) and her sophomore album You Can't Kill Me Because I Don't Exist (2022). The video exemplifies a broader 2021 trend of genre-fluid artists reclaiming visual authorship through in-house collectives, rejecting the high-gloss director-for-hire model…

Why it matters

A key transitional artifact in the alternative R&B and art-rap continuum, 'Lose My Cool' documents 070 Shake's evolution from GOOD Music signee to autonomous genre-blending auteur. The self-directed video format underscores the early-2020s shift toward artist-collective visual production, and the…

The director

C.O.R.E. is a creative collective built around 070 Shake (Danielle Balbuena) and affiliated members of the New Jersey-originated 070 music and arts group. The collective handles visual direction, cinematography, and production for 070 Shake's projects,…