SiR, the Inglewood California native, releases, “Nothing Even Matters,” his newest single and music video. This is the third single he’s released this year to foreshadow his upcoming album Heavy. This song samples from D’Angelo’s song “Send it On” released in 2000 on his award-winning album Voodoo. SamTrax chopped it up and made a unique beat. SiR has found a place of belonging in a relationship and seems to be ready to settle down.
Currently, SiR is signed to Top Dawg Entertainment. So far, he has released two full-length projects, November in 2018, and Chasing Summer in 2019. Which featured many artists including Kendrick Lamar, Jill Scott, Lil Wayne, Sabrina Claudio, and more. This project to me was one of my favorites, from top to bottom, no skips. The last two singles that he has dropped up until this point has been of quality, it goes for the same with this single.
SiR “Nothing Even Matters” Music Video
Leading up to the release of the song, SiR posted different clips teasing either the song or video. The song is probably the most upbeat and exciting release from this rollout. He explains in the song how he found love and he’s celebrating how much he’s overcome. In the chorus he states, “Nothin’ even matters, no one loves me better, I want this forever, ever.” It feels refreshing to hear him in this new space of being excited and positive in his music.
The video opens with female dancers dressed in all black along with SiR. In the background, it looks like they’re at an oil refinery or some kind of industrial site. Along with other locations, a warehouse, a locker room, and a parking lot all whilst the glow of the setting sun sets the tone. Loris Russier did a great job directing this video, all the shots flowed seamlessly and visually represented the song.
SiR has done a great job promoting these singles and is really giving us great material. I’m excited to hear the album when it finally drops.
