21 Savage has returned to his origins, shedding light on the authentic side of London in the music video for his latest track, “Redrum,” from the album American Dream. The visual journey begins with iconic symbols of British culture like Buckingham Palace, red telephone boxes, and a traditional English breakfast, then transitions to scenes of council estates.
Directed by Danny Seth, the video captures 21 Savage immersed in the U.K. scene, cruising in the back of a Maybach, and riding a motorcycle alongside biker gangs. The rapper, who recently visited the U.K. for the first time in two decades, faced immigration challenges after it was revealed he was born in London. It wasn’t until last October, upon obtaining a green card, that he could leave the U.S.
Post his immigration ordeal, 21 Savage held a sold-out show at London’s O2 Arena, featuring special guests like J Hus, Central Cee, and Popcaan.
Released on January 12, the American Dream album boasts collaborations with Travis Scott, Metro Boomin, Lil Durk, Doja Cat, and Young Thug, who is currently incarcerated. One track, “letter to my brudda,” seemingly addresses Thug’s RICO trial and the fallout from Gunna’s plea deal. In the lyrics, 21 Savage takes a stance against betrayal, making pointed remarks about loyalty and the challenges of navigating relationships in the music industry.