Atlanta’s own, KEY!, has been on fire all 2018 long. Kicking things off with one of the best projects of his career to date with 777, he put his foot on the gas right away and never let up, translating into ample excitement from fans as well as collaborations with DRAM, Jay Critch, Rico Nasty, Skepta, and more — a few of which are set to feature on the November 30th release of the 777 deluxe edition. Needless to say, KEY! has been on his boss shit all year, and today, he has a video to match the occasion.

Simple yet effective, this set of visuals brings into view the lifestyle of an artist like KEY!. He’s larger-than-life and oozing with style, which the direction of this video chooses to point emphasis toward by way of checking out the way he’s been dressing as of late. If not anything else, with “Boss”, it should be known that KEY! is paving his own lane regardless of what’s trending around him — and for that, you can’t help but respect the 777 mastermind. Watch “Boss” below and get ready for the November 30th release of the 777 deluxe edition!

Directed by Motion Picture Sh!t