Yesterday, Brother Ali surprised fans by recognizing the anniversary of his latest release—last year’s Evidence-produced “Secrets & Escapes“—with a brand new music video for standout track “Greatest That Never Lived”, the project’s first music video since its 2019 release.
The striking visual, directed by Jason Goldwatch, employs a sharp contrast and skittering glitches, complementing the track’s lo-fi production while embodying the anxieties and discomforts we’ve collectively experienced since the album was first introduced. In the video, Brother Ali sports a Goldwatch-designed sweatshirt that reads the word “LIFE” upside down—a poignant and timely creation they’ve made available as part of the limited “Greatest That Never Lived” merch drop featuring two new and exclusive Brother Ali x Goldwatch designs.