Following his powerful debut with the hit “4runner,” prettyboyshav undergoes an artistic metamorphosis with his new single, “cuckoo.” This captivating track debuts alongside a music video shot on 16mm film, crafted by the acclaimed director Dane Ray, whose work has previously garnered accolades at the Sundance Film Festival. Set within the remarkable surroundings of NYC’s Church Street Boxing Gym and the iconic steps of City Hall, Shav curates a visual delight, artfully blending elements of sport and storytelling. As he walks among fighters seemingly frozen in time, Shav enters the ring and takes a deep breath, poised before unleashing his first swing, setting his world into motion.
In the lead-up to this release, prettyboyshav dedicated an entire year to boxing training under the tutelage of former world champions, embodying the same resilience he showcases in every facet of his life. In a reflective moment, he sings, “I saw my life in a photograph and I’ll be alright,” challenging listeners with the question, “if it all went right, what would you see?”
“cuckoo” prominently features a predominantly South Asian cast, serving as a tribute to the Desi-American community in New York. In this narrative, Shav and his peers occupy the spotlight, rather than remaining in the shadows. “There is a movement of change in America coming from New York. This video celebrates the individuals within our community who are pushing culture forward and choosing to fight for their dreams every day.” prettyboyshav adds.
As New York City navigates through transformative changes in politics, sports, and its musical identity, prettyboyshav leads a charge towards a new era in music and culture. Whether rallying hundreds of Desi-Americans for his “Pretty Jeans” EP campaign or spearheading Indify, a service designed to empower independent artists, his influence is undeniable. Through Indify, he has helped artists such as James Blake achieve remarkable success while maintaining ownership of their work. The ethos of his music, interwoven with his entrepreneurial ventures (evidenced by the logos displayed on the boxing mitts in the music video), reflects his daily battle for a more equitable music industry.
Originally hailing from New Delhi, Shav’s journey to America is rooted in self-discovery through music. His debut project, “Too Pretty for Sunshine,” explored his formative years, resonating with over 10 million streams and a pivotal sync placement in Netflix’s “Ginny & Georgia.”
His forthcoming project promises to delve deeper, focused on the theme of confronting insecurities with unwavering consistency, allowing ambition to unfold gradually while trusting that the moments between achievements are where true growth occurs. Shav articulates that by sidelining the ego, one can find inner peace and ultimately be better positioned to serve others.
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cuckoo is out now: https://neongoldrecords.ffm.to/cuckoo
