Jason DeRulo said he “ain’t got no dinner plans” in his latest single, “Swalla,” and on Friday afternoon, fans found out why: he was skipping straight to dessert. March 17 saw the official world premiere (complete with a premiere party streamed live on YouTube) of the music video for “Swalla,” featuring Nicki Minaj and Ty Dolla $ign.
The sleek, colorful, Gil Green-directed video takes us to DeRulo’s Candy Shop as a bevy of dancers surround Jason in a choreography sandwich before hanging off of his neck in a series of shirtless shots. Lollipops go in mouths (is it a choking hazard to do choreography with a lollipop in your mouth?), water from the floor is kicked into the air, and candy sprinkles decorate lips in the world of “Swalla.” The sugar rush continues as Ty Dolla $ign and Jason mug for the camera before spinning into Nicki Minaj’s striped setup.
Music fans know of the infamous feud that recently exploded between Minaj and Remy Ma, and “Swalla” is assumed to be the first of two features that incited Remy to release the epic diss track, “Shether.” [The other is “Make Love” with Gucci Mane.] Remy has been out of jail for about two years, so the line, “I gave these bitches two years / Now your time’s up / Bless her heart / She’s throwin’ shots / But every line sucks,” is presumed to be about her. One could argue that it’s simply been about two years since the release of “The Pinkprint,” but who will ever know for sure? Also of note: “Swalla” references an old mixtape track of Nicki’s that, funnily enough, features Lil’ Kim. The song, “Wanna Minaj?” contains the lyrics “You want a freaky girl? / Welcome to Nicki’s world,” while “Swalla” has Jason signing about his own freaky, freaky girl.
While we never see all three artists together in the same shot (nor do we really see Nicki’s eyes), the energy in the video is undeniable. DeRulo’s last few singles have failed to make much of an impact on the charts (his last big hit was “Want to Want Me“), but it’s clear that he’s aiming for another hit with “Swalla.” As of press time, the song, which samples Ol’ Dirty Bastard’s “Shimmy Shimmy Ya” is not charting on the Hot 100, but this video could very well change that.
During the YouTube premiere party, Jason mentioned that he’s working on his album and has plans to tour in the fall. A second single is expected to drop before the full album is released later this year.
Jason DeRulo’s single “Swalla” is also available on Apple Music and Spotify!