REI AMI – RICKY BOBBY. An exclusive performance for Vevo DSCVR, the channel for the best in new music.
“My haters happen to be broke. And that’s not my fault.” We’ve had lots of big personalities roll through DSCVR, but the way REI AMI capped her performance of “RICKY BOBBY” shows why she’s one of the biggest and boldest. Born in South Korea and raised in the States, the alt-pop pixie makes a living with her audacity. Until pretty recently, REI was actually making a living, by day, working at a packaging company. By night, she was posting thorny anti-pop bops under her Sailor Moon-inspired pseudonym. Soundcloud heads latched onto “Dictator,” “Make It Mine,” and “Snowcone,” all zany flights of fancy made cohesive by their intended lack of it. In the vid for the latter, REI licks a snow cone as the Washington Monument looms in the background — that’s symbolism for ya. One day in late 2019, a coworker, who also happened to be a fan, recognized her. That’s when REI AMI realized she was really onto something. Like a lot of her Instagram-bred contemporaries, REI AMI’s artistry doesn’t stop at music; in music vids and on her own social media accounts, the anime-head commands her aesthetics like a stylist. Which brings us back to her DSCVR performances of “RICKY BOBBY” and “damn,” both from her stellar new ‘FOIL’ mixtape. It’s rare that a new artist has a swag that wholly transforms our DSCVR studio into their personal playground, but that’s exactly what REI AMI does here.
Watch the official video for “RICKY BOBBY”: youtu.be/jAA4yRmlpJQ
Executive Producer: Micah Bickham
Director: Bram VanderMark
Producer: Maddy Schmidt
Producer: Cole Brian
Director of Photography: Franklin Reicart
Editor: Andrew Ros
Music & Talent: Cynthia Todd + Sam Mackoff
#REIAMI #RICKYBOBBY #DSCVR