Naya Ali shares a new music video for Life, her Bonsound debut single released this past August. Filmed in Ethiopia, this video represents a return to home moment for Ali, who reconnects with the places that shaped the person she is today.

The video, shot by Senegalese director Cherif Tall, Naya Ali returns to her roots and transports us to her hometown of Addis Ababa, Ethiopia. Bright and colourful, the video captures the intricate beauty of her grandmother’s home and daily life such as the bustling markets, afternoon coffees, and crowded rush hour minibus stations. This lively slice of life is complemented by a gospel-inspired rendition of the song, which concludes the video.

Produced by longtime collaborator Kevin Figs (Jeremih, Moneybagg Yo), Life is an uplifting call to live in the moment. Blending rhythmic afrobeat elements and pop influences, the track showcases Ali’s versatility and evolving pen game. Her vocal delivery, closer to singing than rapping, delivers a sincere and heartfelt performance that resonates deeply.

Naya Ali arrived on the scene in 2017 with her first EP Higher Self. Assertive in her raspy deliveries, she is quickly noticed for her unique vocal tone and ability to move in and out of flow pockets skillfully. In March 2020, she released the first part of a two-album project, Godspeed: Baptism (Prelude), where she broke the ice and proved her potential to contend within the American and international hip-hop markets.

In 2021, she released the sequel to the album, Godspeed: Elevated, an earnest body of work showcasing her journey from her baptism into the rap game to her imminent elevation. This latest project earned her the prestigious English Album of the Year award at the 44th ADISQ Gala in 2022 and the Rap Album of the Year award at the GAMIQ that same year.

Since the release of her latest project, Naya Ali has toured festivals including SXSW (USA), Great Escape (UK), Printemps de Bourges (France), Dour Festival (Belgium), Les Georges Festival (Switzerland), All That Matters (Singapore), FEQ (Canada), Reeperbahn (Germany) and many more.

order “Life” by Naya Ali HERE