Luscious vocals croon that “nothing will ever be the same again” on Friday AKA Ricky Dred‘s new track “Changes”. The video opens with a car passing through sepia landscape. What Friday calls, “a getaway from all the city drama. A place to reflect.” The rap itself begins with a variation on the Our Father prayer, with Friday’s trademark baritone bringing an emotional depth. There is a slow rhythm which gives room for the words to sink in, and they should, because this artist writes from a truly personal place.
The song reflects the frustration felt by Friday regarding his mother’s struggle with Alzheimer’s, a theme he is understandably drawn to, as she single-handedly raised him and he has since taken care of her. “I’ve shared stories of my mother and my relationship and ups and downs on many songs in the past, but this is the first time I went so deep. It was more of a purging in the recording process than the actually writing.” True to his message, Friday AKA Ricky Dred will donate 90% of the proceeds from “Changes” to the Alzheimer’s Foundation.
Just as in the music video for the track, “COLD”, the video for “Changes” uses stark images and colour shifts to create meaning. The repetition of the “Objects in mirror are closer than they appear” words and the use of sepia which snaps to blue at the end work to create an implicit meaning that both compliments and contrasts the track itself. But who’s surprised? Friday AKA Ricky Dred always brings a heightened element of craft to his work.
What’s next for the artist? A lot. “My online TV show E.Y.E Am Nocturnal TV is getting a lot of traction. I have an EP coming out with Phat Tony the producer of my single High/Lows. I’m still looking for the right publisher for my novel “15 Minutes”. Plus my blog “The Sober Emcee” is still going strong and once I reach entry #50 I’m going to put them together as a short story book.”