New artist 11:11 premieres his latest single “Me, Chanel and Jameson” with a colorful video full of lust and energy. The Toronto-based musician mixes R&B and trap to create a sound that connects to various parts of your inner-being, special enough to be played with your bae, in the depths of quarantine, or out your windows once you’re back on the road.
“When I started, I was doing a more romantic style,” 11:11 shares, “We took the 11:11 brand and brought it to PM. It’s the nighttime, R-rated chill vibe. I went from ‘I love you’ type of music to ‘I want to fuck you’ type of music. I was finally showing something real.”
“Me, Chanel and Jameson” speaks to that mood. The song came about this past December. While in Atlanta, 11:11 asked a girl to come to “pull up on him in the studio,” and after listening to some songs and drinking whiskey, he says, “In that moment, amongst the new tunes being blasted out the speakers; the blunt and jamo being passed around; shorty looking at me, watching me, is when I captured ‘Me, Chanel & Jameson.’”
His latest single will be featured on his debut album after years of working independently, building his brand one organic stream at a time. Now with a fanbase behind him, 11:11 is doing all he can to ensure a quality project to fit the masses. On recording the album in Atlanta, he says he chose to thank the city for welcoming him and making him feel at home. “With the video, I wanted to highlight the city, as a way to say thank you for welcoming and showing me the way. I expressed that sentiment to my creative director, Saint Louis, and within a week’s time I had an entire production team made up of who got next up in Atlanta, ready to shoot.”
11:11 rattles off the list of collaborators: “From upcoming filmmaker, Christian Nolan Jones, who directed the video. Producer Dom Cormier of MOTION PICTURE SH\*T, who’s your guy in Atlanta if you want that homegrown feel & touch for your visuals. The art director, Autumn Harris, who’s worked on videos for the likes of Summer Walker, Usher & 21 Savage. To model/artist, Risa Pearl Monge, who plays Chanel… This was my biggest video production to date and my first time working with the crew. So I’m grateful for having each and every one of them take part in bringing the vision for the music to life and for how smooth the entire process was.”
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