The hip-hop world is abuzz with excitement as rising stars GloRilla and Latto join forces in their latest music video, “Procedure.” This visually stunning collaboration pays tribute to the iconic 1996 crime drama “Set It Off,” showcasing the artists’ creativity and their ability to blend contemporary music with classic film references. The video, directed by the renowned Benny Boom, has quickly become a talking point in the music industry, highlighting GloRilla’s growing influence and Latto’s continued success.
As GloRilla’s star continues to rise, this latest release from her debut album “Glorious” demonstrates her ability to create compelling narratives through her music and visuals. The “Procedure” video not only entertains but also serves as a testament to the enduring impact of “Set It Off” on popular culture, particularly within the hip-hop community.
The Cinematic Inspiration: “Set It Off”
The 1996 crime drama “Set It Off” has left an indelible mark on American cinema, particularly within the realm of African American storytelling. Directed by F. Gary Gray, the film featured a stellar cast including Jada Pinkett Smith, Vivica A. Fox, Queen Latifah, and Kimberly Elise. Its narrative, centered around four women who turn to bank robbery as a means of escaping their challenging circumstances, resonated deeply with audiences and critics alike.
“Set It Off” explored themes of friendship, desperation, and the systemic barriers faced by marginalized communities. The film’s gritty realism, combined with powerful performances from its lead actresses, elevated it beyond a simple heist movie. It became a cultural touchstone, particularly for young women of color who saw themselves represented on screen in complex, multifaceted roles.
The movie’s influence has extended far beyond its initial release, inspiring countless references in music, fashion, and popular culture. Its impact on hip-hop culture has been particularly significant, with many artists drawing inspiration from its themes and aesthetic. By choosing to pay homage to “Set It Off” in their “Procedure” video, GloRilla and Latto are not only acknowledging the film’s legacy but also positioning themselves as part of a larger cultural conversation.
GloRilla: The Rising Star
GloRilla, born Gloria Hallelujah Woods, has rapidly become one of the most exciting new voices in hip-hop. Hailing from Memphis, Tennessee, she burst onto the scene with her breakout hit “F.N.F. (Let’s Go)” in 2022. The track’s raw energy and GloRilla’s distinctive flow quickly caught the attention of both fans and industry insiders, leading to a record deal with Yo Gotti’s CMG label.
Since then, GloRilla has continued to build on her initial success, releasing a string of popular singles and collaborations. Her music often combines hard-hitting beats with lyrics that explore themes of empowerment, relationships, and life in her hometown. GloRilla’s authenticity and unapologetic approach to her craft have endeared her to fans and critics alike, earning her comparisons to some of hip-hop’s most respected female artists.
The release of her debut album “Glorious” marks a significant milestone in GloRilla’s career. The project showcases her growth as an artist, featuring a diverse range of sounds and collaborations that highlight her versatility. “Procedure,” featuring Latto, stands out as one of the album’s most ambitious tracks, both musically and visually.
Latto: A Formidable Collaborator
Alyssa Michelle Stephens, better known by her stage name Latto, has established herself as one of the most dynamic young artists in hip-hop. Rising to fame after winning the reality TV show “The Rap Game” in 2016, Latto has consistently delivered hit singles and critically acclaimed projects.
Known for her confident delivery and clever wordplay, Latto has collaborated with some of the biggest names in the industry. Her ability to hold her own alongside established stars has earned her respect and admiration from peers and fans alike. Latto’s music often explores themes of female empowerment, success, and navigating the music industry as a young woman.
The collaboration with GloRilla on “Procedure” is not the first time these two artists have joined forces. Their previous work together on the 2022 single “FTCU” demonstrated their chemistry and complementary styles. This latest collaboration further cements their status as two of the most exciting young voices in hip-hop.
The “Procedure” Video: A Visual Feast
Directed by the acclaimed Benny Boom, the “Procedure” video is a masterclass in visual storytelling. Boom, known for his work with some of hip-hop’s biggest names, brings his signature style to the project, creating a video that is both visually stunning and narratively engaging.
The video opens with GloRilla and Latto planning an elaborate bank heist, echoing the plot of “Set It Off.” The attention to detail in recreating the film’s aesthetic is impressive, from the costume design to the set decoration. Viewers familiar with the original movie will appreciate the numerous visual callbacks and references scattered throughout the video.
As the heist unfolds, GloRilla and Latto showcase their acting chops alongside their musical talents. The video’s pacing mirrors the energy of the song, building tension and excitement as the plan is executed. The choreography and camera work are particularly noteworthy, creating dynamic sequences that keep viewers engaged throughout.
One of the video’s standout moments comes near the end when GloRilla receives a FaceTime call from her mother, played by none other than Vivica A. Fox. This cameo not only adds star power to the video but also creates a direct link to “Set It Off,” in which Fox played a pivotal role. It’s a clever nod to the source material that adds an extra layer of depth to the homage.
The Song: Breaking Down “Procedure”
While the video for “Procedure” has garnered significant attention, the song itself is equally deserving of analysis. The track showcases GloRilla and Latto’s individual strengths while demonstrating their ability to create a cohesive collaboration.
The production on “Procedure” is sleek and modern, with a pulsing beat that provides the perfect backdrop for the artists’ flows. The instrumental incorporates elements of trap and classic hip-hop, creating a sound that feels both contemporary and timeless.
Lyrically, “Procedure” is a showcase of confidence and skill. Both GloRilla and Latto deliver verses filled with clever wordplay and assertive statements. The song’s themes of empowerment and success align well with the “Set It Off” inspired visuals, creating a cohesive package that resonates on multiple levels.
The chorus, delivered by GloRilla, is particularly catchy, likely to become a fan favorite at live performances. Its repetitive nature and memorable lyrics make it easy for listeners to sing along, potentially contributing to the song’s longevity on streaming platforms and radio.
The Significance of Female Collaborations in Hip-Hop
The collaboration between GloRilla and Latto on “Procedure” is part of a larger trend of female artists in hip-hop supporting and working with each other. In an industry that has historically pitted women against one another, these collaborations represent a shift towards solidarity and mutual support.
By joining forces, GloRilla and Latto not only create compelling music but also send a powerful message about the strength of female partnerships in the industry. Their collaboration challenges outdated narratives and showcases the diversity of talent among women in hip-hop.
Moreover, by paying homage to “Set It Off,” a film that centered on the experiences of Black women, GloRilla and Latto are positioning themselves within a larger cultural legacy. They are acknowledging the groundwork laid by previous generations of Black female artists and actors while putting their own contemporary spin on these themes.
The Impact of Visual Storytelling in Music
The “Procedure” video exemplifies the growing importance of visual storytelling in the music industry. In an era where music videos are often viewed as much as, if not more than, songs are listened to, artists are increasingly using this medium to expand their artistic vision and connect with audiences on a deeper level.
By creating a video that pays homage to a beloved film, GloRilla and Latto are tapping into viewers’ nostalgia while also introducing younger fans to “Set It Off.” This approach not only enhances the listening experience but also creates additional layers of meaning and interpretation for the audience to engage with.
The success of the “Procedure” video also highlights the continued relevance of narrative-driven music videos. In an age of short-form content and quick cuts, GloRilla and Latto have chosen to invest in a more cinematic approach, demonstrating that there is still a place for storytelling in music videos.
GloRilla’s Upcoming Tour: The Glorious Tour
The release of the “Procedure” video comes at an opportune time for GloRilla, as she prepares to embark on her first headlining tour, The Glorious Tour. Set to kick off in March, the tour represents a significant milestone in GloRilla’s career, allowing her to showcase her live performance skills to fans across the country.
The tour, which begins in Oklahoma City on March 5, will make stops in major cities including Atlanta, Charlotte, New York, and Las Vegas before concluding in GloRilla’s hometown of Memphis. This coast-to-coast journey will provide GloRilla with the opportunity to connect with fans on a more personal level and solidify her position as one of hip-hop’s rising stars.
Supporting acts for the tour include Queen Key and Real Boston Richey, adding additional value for concertgoers and showcasing GloRilla’s commitment to supporting fellow up-and-coming artists. The diversity of the lineup promises an exciting and dynamic live experience for attendees.
GloRilla’s Preparation and Dedication
In preparation for the demanding schedule of her upcoming tour, GloRilla has demonstrated her commitment to her craft and her fans by implementing a strict regimen. Recently, she shared her one-month “fast list” with her followers, outlining a series of lifestyle changes designed to ensure she’s in peak condition for the tour.
This list includes abstaining from smoking and drinking, as well as refraining from sexual activity and clubbing. GloRilla has also committed to avoiding “frivolous spending” during this period. These self-imposed restrictions highlight her dedication to delivering the best possible performances for her fans and underscore the seriousness with which she approaches her career.
Such discipline is particularly noteworthy for a young artist on the rise, demonstrating GloRilla’s maturity and understanding of what it takes to succeed in the competitive world of hip-hop. This approach is likely to resonate with fans who appreciate artists who are committed to their craft and willing to make sacrifices for their art.
GloRilla’s Recent Achievements and Recognition
The release of “Procedure” and the announcement of The Glorious Tour cap off what has already been an impressive year for GloRilla. Her recent appearance as a musical guest on the iconic television show “Saturday Night Live” marked a significant milestone in her career, exposing her to a broader audience and cementing her status as a rising star in the music industry.
Furthermore, GloRilla’s presence at the 67th Annual Grammy Awards underscored her growing influence in the hip-hop world. Her nominations for Best Rap Song and Best Rap Performance, both for her track “Yeah, Glo!” represent a remarkable achievement for an artist still in the early stages of her career. These nominations not only validate GloRilla’s talent but also signal the industry’s recognition of her unique voice and style.
These recent accomplishments, combined with the buzz surrounding the “Procedure” video and her upcoming tour, position GloRilla as one of the most exciting artists to watch in the coming years. Her ability to balance commercial success with artistic integrity and cultural relevance suggests a promising and potentially long-lasting career in the music industry.
The Future of GloRilla and Latto
As GloRilla and Latto continue to make waves in the hip-hop world, their collaboration on “Procedure” serves as a testament to their individual talents and their potential for future success. Both artists have demonstrated an ability to create compelling music and visuals that resonate with audiences while also pushing the boundaries of their artistry.
For GloRilla, the success of “Procedure” and the anticipation surrounding The Glorious Tour suggest that she is well-positioned to build on her early achievements and establish herself as a major force in hip-hop. Her unique voice, both literally and figuratively, sets her apart in a crowded field, and her willingness to take creative risks bodes well for her artistic development.
Latto, already an established name in the industry, continues to prove her versatility and star power through collaborations like “Procedure.” Her ability to shine alongside both veteran artists and rising stars speaks to her adaptability and enduring appeal.
As both artists continue to evolve and experiment with their sound and image, collaborations like “Procedure” offer exciting glimpses into the future of hip-hop. By paying homage to the past while firmly establishing their own identities, GloRilla and Latto are helping to shape the next generation of hip-hop artistry.
Conclusion: A Milestone in Modern Hip-Hop
The “Procedure” video by GloRilla and Latto represents a significant moment in contemporary hip-hop. By paying homage to the classic film “Set It Off” while showcasing their own unique talents, these artists have created a piece of work that is both nostalgic and forward-looking.
The video’s success highlights the continued importance of visual storytelling in music and demonstrates the power of female collaborations in hip-hop. It also serves as a reminder of the enduring influence of films like “Set It Off” on popular culture, particularly within the hip-hop community.
As GloRilla prepares to embark on her first headlining tour and both artists continue to make their mark on the industry, “Procedure” stands as a testament to their creativity, ambition, and potential. It’s a collaboration that not only entertains but also pushes the boundaries of what’s possible in hip-hop, setting the stage for exciting developments in the genre’s future.
