Fridayy - When It Comes To You

What this video is

Released July 21, 2023 via Def Jam Recordings, 'When It Comes To You' arrived as Fridayy — a Haitian-American, Philadelphia-rooted artist — was transitioning from celebrated hook collaborator to solo headliner, following his co-writing and performance on DJ Khaled's Grammy-nominated 'God Did' and his 2023 XXL Freshman recognition. The video's wedding-altar setting functions as both romantic testament and cultural…

Why it matters

Represents a key artifact of the early-2020s melodic R&B revival, typified by gospel harmonic structures, cinematic music video production, and emotionally transparent lyricism. The video's chart trajectory — entering the Hot 100 at #98 in January 2024 and reaching #11 on the US music video chart…

The director

Toronto-born director, photographer, and multidisciplinary creative working under the alias The.97. Andic graduated from Humber College with a Bachelor of Digital Communications degree and founded the 97 Collective production company. He built his career…