VEVO LIFT released Latto’s performance to hit single “Sunshine” off of her sophomore album, 777, that was released in March of this year. The recent Best New Artist winner worked with Vevo for performances of 777’s “Wheelie” and “Youngest and Richest” back on her 2020 album Queen of Da Souf.
“We’ve loved working with Latto on her previous Vevo Ctrl performances, and were so pleased to partner with her again on her LIFT campaign,” says Jordan Glickson, Vice President, Music & Talent, Vevo, “Seeing her blossom from one of the world’s best emerging talents into the superstar that she is today has been such a privilege. Her drive, passion, enthusiasm and creative know-how made this campaign all the more exciting for us to collaborate with her on. We have no doubt that her raw talent and determination will take her even further, and are thrilled to be a part of her journey to the top.”
As Vevo and Latto worked together closely to build a world based transformation, while Latto was performing they were inspired by flowers as going through growth by letting the Clay Co star bloom. She wanders through a field of sunflowers – a beautiful yet nod to her growth as a successful artist while acknowledging her roots.