You know by the title that you’re in for an experience. And if “LO(V/S)ER” doesn’t automatically have you sold, the fact that the song is by West London rapper AJ Tracey certainly will.
“LO(V/S)ER” — released Aug. 29 — comes on the heels of “Butterflies,” Tracey’s summer bop featuring Not3s that first entered the UK Top 20 in June where it enjoyed eight weeks inside the UK Singles Chart and six weeks on BBC Radio 1’s A-List. “LO(V/S)ER” (pronounced “LOVER/LOSER”) possess the same viral potential. The single was first revealed to his most loyal homebase fans in a just-as-creative way as Tracey’s music. A series of foreshadowing posters were spotted at the Notting Hill Carnival during the final weekend of August, days before the song’s official release. The same weekend, Tracey was headlining his first festival stage at Reading & Leeds.
Tracey shot the video for “LO(V/S)ER” on location in Havana, Cuba, alongside Mornix, and the vivid scenery only adds to the song’s allure. The chorus to the song brags about “chillin’ in Cuba, me and a diva,” so it’s only right that the visual reflect that.
We start with AJ sitting on the couch with a “pretty Latina.” Throughout the video, the two are seen on the streets of Havana and by the pool, with two other beautiful women. There are scenes when AJ is alone, in a luxurious jacuzzi or at a hilltop overlooking the city, and raps “I… made a milli’, then I did the race (vroom) / I went to the Hills from the base (to the Hills).”
At one point, he flashes a tattoo on his forearm with “LOSER” written — the “O” represented by a skull and the rest of the letters shaped by bones. A red “V” is painted over the “S,” symbolizing the song’s double meaning.
The video ends with Tracey relaxing in the bubbly jacuzzi and smoking a cigar — unbothered. And why shouldn’t he be? Work like this gives reason to why Tracey was featured in Forbes Europe’s 30 Under 30.
Words by Megan Wallace