Kosovan DJ and producer
Regard has unveiled the slick
official video for his viral smash and Shazam
‘Ride It’. It follows the popular lyric video made up of fans dancing to
the track on Tik-Tok.
Inspired by Quentin Deronzier’s DANCING THROUGH THE NIGHTseries, the captivating visuals
portray a dark yet stylish underworld where aggression and playfulness sit
side-by-side. With a nod to Nightrider,
the video is seen from the perspective of a car that travels through the
streets at night.
“I love the idea of all these different things happening in
the deep of night,” explains the video’s director Meji Alabi. “And DJ Regard’s ‘Ride It’ track I found to be the perfect sound bed
for a night cruise where all sorts of madness is going on. The video is a night
tale of the intersectionality of two worlds – our lead character and this
mysterious vehicle which creeps through the deep of the night.”
upwards of 70 million combined streams,
the online sensation is now doing an average of 1.6 million Spotify streams a day reaching #5 on the platforms
chart. It also reached #1 on iTunes, Apple Music, Shazam and on Spotifyviral charts and is currently
sitting at #2 in the UK Singles charts,it
continues to gather momentum at a seemingly unstoppable rate.
A DJ and producer who
has built up over 1 million YouTube subscribers through his series of
deep house mixes, Regard has claimed
fame from the 20-second bootleg of ‘Ride
It’, when itwas ripped and
uploaded to TikTok earlier in the
year, organically building over 1
million video tags (including a very funny video from Lewis Capaldi) with no one really knowing what the track was or who
created it. Fans are also being encouraged to take part in the new TikTok #rideitchallenge, a playful
viral craze where users create videos of themselves riding inanimate objects in
time to the infectious track.
globally-adored viral smash, the undeniably infectious official video for ‘Ride It’ looks destined to propel the
track to new heights.