Fridayy, Chris Brown - ＂Don't Give It Away＂

What this video is

Released June 2, 2023, 'Don't Give It Away' arrived as Fridayy's first major single following his Lost In Melody project, coinciding with his inclusion in XXL's Freshman Class of 2023—a milestone signaling his ascent within mainstream R&B. The collaboration with Chris Brown situates the record within a lineage of 2020s grown-and-sexy R&B, a subgenre that reasserted emotional intimacy and aspirational aesthetics…

Why it matters

The video exemplifies the mid-2020s R&B visual grammar: slow-burn pacing, amber-lit interiors, and theatrical staging that foreground charisma over spectacle. As a Def Jam release pairing an emerging Haitian-American artist (Fridayy) with one of R&B's most commercially dominant figures (Chris…

The director

Dragan Andic, working under the moniker The.97, is a Toronto-born director, photographer, and multidisciplinary creative. He studied Digital Communications at Humber College and transitioned into music video directing during the COVID-19 pandemic, beginning…