As of today, Dua’s single is trending #8 on YouTube and already has over 27 million views – As if Dua Lipa needs any exposure from Eat This Music – however, I personally believe Dua Lipa is a great artist and does deserve the exposure. Last Dance was great, Hotter Than Hell was great, New Rules – and the Alison Wonderland remix – was great, and Dua is just great artist in general.
The music video is worth seeing as it essentially works as a platform for Dua to show her softer side in a battle with a cold, empowered alter ego. Speaking on the process of the music video, Scholfield (director) explains how they [Dua and himself] “wanted to embody the sense of empowerment in the track, whilst going beyond the literal breakup context.”
“We had in mind a visual of the internal struggle, showing the two sides of Dua’s emotive state, like an argument with someone you love.”
Scholfield continues, “The strong Dua at first berating then eventually persuading her weaker alter ego that they both don’t give a f***.”
While creating the video aspect of the music video – which continue some incredible art – Dua explains how the music video “took us 22 hours to shoot this video and with the best people and team magic happens.”
“This video is about your stronger and weaker side fighting with each other only to realise that self love is what will help you overcome any negativity that comes your way.”
Dua Lipa‘s IDGAF is a track full of high pop vibes, great drum electronic drum beats and an atmospheric landscape full of melodies that explore a great story; and it is off Dua’s self-titled debut album, which is now out everywhere on the planet – specifically streaming services and in stores.