DEBBY FRIDAY - SO HARD TO TELL

What this video is

Released January 5, 2023 as the lead single from DEBBY FRIDAY's debut album GOOD LUCK (Sub Pop), 'SO HARD TO TELL' marked a dramatic stylistic pivot for the Nigerian-born, Toronto-based artist, who had built her reputation on abrasive electronic rap across EPs BITCH PUNK (2018) and DEATH DRIVE (2019). The track and its video arrived at a moment of heightened critical interest in experimental Black artists on…

Why it matters

A pivotal document of 2020s experimental R&B's underground-to-prestige arc, 'SO HARD TO TELL' demonstrates the genre-fluid capacity of Toronto's electronic music ecosystem and the growing critical infrastructure — Pitchfork 'Best New Track,' NPR, Billboard, Stereogum — validating avant-R&B from…

The director

Kevan Funk is a Canadian film director, screenwriter, and music video director originally from Vancouver, BC, and a graduate of Emily Carr University of Art and Design. His debut feature Hello Destroyer (2016) premiered at TIFF, earned four Canadian Screen…