Lovers and dreamers are taking center stage in Ty Dolla $ign’s intimacy-gushing “Purple Emoji” music video featuring J. Cole that just dropped on Tuesday (May 28). With a title named after an emoji sometimes used to connote something of a sexual nature, fans might have assumed the video would be much steamier. But Ty and Cole's twist on real love in real life is all the more satisfaction.
The duo already subverted expectations when the audio track dropped on May 20.
“I came up with this jam a few months back in NYC and off top I knew it was the first one I wanted y’all to hear,” Ty tweeted on May 16.
The Cali-native teased the single with the Dreamville leader four days later in an interview with Beats 1 radio where he shared that him and Cole hooked up after crossing paths in the studio as Ty was working with Kanye West on his highly-anticipated Yandhi album.
Amid tenser times in the nation, "Purple Emoji" feels like balm on a wound and is already a contender as this summer’s love anthem for its diverse celebration of real couples and tender lyrics waxing love for all the “day ones."
The two-minute video paints a more intimate visual with vignette-style portraits in various spots around Brooklyn. The clip features a myriad of couples from all walks of life showering each other as the Los Angeles singer-songwriter croons, “what's love if we can't get into it, turn around and make up? / You kept it solid from beginning, baby, you my day one.”
"'Purple Emoji' instantly connected with me on an authentic level; it’s so amazing to hear that sort of vulnerability from artists who are talking about their day ones and a love that we can all relate to," music video director Olivia Rose said in in an press release obtained by Complex. She called the the project a “representative of the full spectrum of love.”
“Purple Emoji” is also the lead single off of Ty Dolla $ign’s third solo studio LP, slated to drop later this year.
Watch the official music video below: