On his powerful new single, “what it cost,” Toosii reflects on his roots and his current reality. The Syracuse-born, Raleigh-based artist – who is closing in on one billion combined global streams across all of his songs – details his journey from a lost kid surrounded by tragedy to a national sensation full of promise on the introspective, stripped-down track.
“My mom is a real hard worker. That’s where my hustle comes from. She taught me to never quit,” says Toosii. The song arrives ahead of his forthcoming album, which drops on May 7th.
While many rags-to-riches stories have been told, the official video for “what it cost” is a rags-versus-riches story, following the North Carolina rapper as he transverses two starkly different worlds. Directed by Joan Pabon, who helmed the official videos for “back together” and “Reminiscing,” the clip shines a light on inequalities and economic disparities – the tangible and intangible costs of living in a poverty-stricken home versus a wealthy household.
The video is bookended by real talk from the rapper about his life, touching on the loss of his grandfather, the times he’s nearly died himself, and his drive to be there for the loved ones that are depending on him. “Everyday bro, I wake up, I gotta go hard bro. Can’t go back to being homeless,” says Toosii.
Elsewhere in music news, dodie shares her new single “I Kissed Someone.”