RiTcH, an exciting new artist on the music scene sets out to captivate audiences with his fourth single, “Emotional” OUT NOW.
With his incredible talent, RiTcH loves to build immersive worlds around his releases, and “Emotional” is no exception. Drawing inspiration from the visionary Tyler, the Creator, RiTcH has created a sensational music experience that combines familiar Gen Z technology and raw emotion.
“Emotional” takes listeners through the madness of a romantic pursuit that could go either way but despite the rollercoaster of feelings here… RiTcH clearly enjoys the ride. The songwriter shares, “Emotional is essentially about enjoying the back and forth. I wouldn’t have ever called it a relationship, but I was chatting to this girl who loved messing with my head and I didn’t mind it being messed with at the time, that’s what kept it fresh and exciting.”
‘’You’re probably texting other guys, other girls are on my mind, but it’s keeping this alive’’ he sings over the raw bass and hip hop beat.
Accompanying the release, is a music video which, in RiTcH’s usual fashion, digs deep into the concept of the song and features augmented Reality (AR) face filters, hiding RiTcH’s true emotions. With a clown face filter taking center stage representing RiTcH’s foolishness in entertaining this relationship. It is obvious when listening to “Emotional” that this is not a healthy situation with RiTcH spitting lyrics like: ‘’Let’s just be a victim to the games, Play em how we wanna play’’. RiTcH recalls, “With the video, we had the idea to represent the emotions with AR face filters and filming it was intense. I had a big camera attached to a pole coming out of my chest, with a light shining in my face and obviously people who saw me couldn’t see the filters. I was mad worried I just looked like some crazy narcissistic influencer. Definitely had to keep it tunnel visioned doing this one in public.”
“Emotional” not only showcases RiTcH’s exceptional musical abilities as a singer-songwriter, but also serves as a platform for creative self-expression. By empowering fans to utilise the AR face filters within their own videos, RiTcH is fostering a sense of community and shared emotional experiences among his dedicated fanbase.