Atlanta native Key! and producer Kenny Beats deliver pre-summer party vibes with their collaborative project 777 Volume 1 and Miggy-directed music video for "Kelly Price Freestyle," premiering exclusively on Billboard today (May 4).
In the video, Key! channels nostalgic energy with old footage from The Price Is Right and light effects while Kenny Beats hang in the background sitting up in an sports car. Auto-Tune and tantalizing melodies provide the perfect contrast to the mid-tempo simple production. When asked about the inspiration for the video, Key! notes the correlation of symbols in the video to his life saying, "Really the price was going up to work with us] so we had to rent a car to acknowledge the fact that we’re going that direction in life.”
Speaking about the inspiration for the album, Kenny Beats says, "The point of 777 is for the world to hear adult Key. Your favorite new rapper's favorite rapper, grown up. My job was to lay any canvas he needed at any given moment...eventually, it was like we both already knew the songs before they happened."
In talking about the chemistry between him and Kenny Beats and how it sparked the creation of the project, Key! remarks: “The inspiration for my album was 'Good luck Marquis.' I tried to make the project as fast as possible in the state of mind I was in with Kenny. When we started making the music we just didn’t stop.”
No stranger to the game, Beats has done production for artists like Schoolboy Q, Ab-Soul, Rico Nasty, and Lil Wop among others.
Recently, the lead single for the project, "Hater" landed a coveted position on Spotify's "Most Necessary" playlist and has stayed on the playlist for three weeks. Premiering the video early April, the visual depicts a cameo from A$AP Rocky who kicks it with Key! in the kitchen and envies the experiences of living the good life.
777 Volume 1 is available on digital streaming providers. Follow Key! on socials at @fatmankey and Kenny Beats at @kennybeats.