When Drake co-signed 22-year-old Atlanta rapper Dre Nello‘s “Trauma” music video almost a year ago, it confirmed that the rapper was on the rise. Since then, Nello inked a deal with Grand Hustle co-founder and former CEO Jason Geter’s Heavy Sound Labs imprint and has caught the ear of industry staples like Mike WiLL Made-It, Young Thug, Gunna and more. Now he returns with his first single of 2020 in “Dead Luck,” complete with an accompanying self-directed music video detailing his origin story, the come-up and building self-reliance.
“”Dead Luck” was inspired by hardship, but it’s also about rising above it and not depending on anybody to give you anything because I didn’t have that option,” Dre Nello tells HYPEBEAST. “My mom moved us a lot, so I grew up all over Atlanta. When we moved to Lakewood, which is on the southwest side, that stability meant something to me. I got a job at the airport and bought studio equipment because I had a dedicated place to put it. If you pay attention to the chorus, it’s the foundation of the song and the video depicts that story. That’s why me and my manager (Joseph Young) decided to shoot it in my neighborhood. It’s where my movement really started. I feel like if I want people to understand me, I need them to understand where and what I come from.”
Watch Dre Nello’s “Dead Luck” premiere above and stay tuned for more from the rising Atlanta rapper throughout 2020. In more music updates, revisit our latest edition of Best New Tracks featuring a Kobe tribute from Bad Bunny, Drake and Future’s latest collaboration and more.