The latest video by Ty Dolla $ign, released on Thursday XX November for the song “$”, has already been viewed more than XX million times. Most of the scenes were filmed last July in Montreux, the day after the American artist performed at the Montreux Jazz Lab. Just one more example of the magical attraction the region works on artists, and of the close relationships the Montreux Jazz Festival cultivates with them.
SCENES FROM MONTREUX LIFE
Last July 4th was the American national holiday and a huge hip-hop evening at the Montreux Jazz Lab, with A$AP Ferg, Ty Dolla $ign, and Young Thug each taking the stage. Blown away by the beauty of the landscapes surrounding Montreux, Ty Dolla $ign and his entourage expressed a desire to film images for an upcoming video. The Festival press service immediately agreed to their wish, and the next day brought together all the elements needed
for a shoot: a list of emblematic sites in the region, a film crew, vehicles, a drone...
After an intense day of filming and several months of production, the result is here. In the video we see this nonconformist rapper in Montreux landscapes: in Montreux’s old town, near the little stone bridge that Claude Nobs loved; in front of Chillon Castle, on the shores of Lake Geneva; another scene of this audiovisual production and tribute to our beautiful region is in
the Festival founder’s chalet in Caux, surrounded by the dogs Kiku and Kuki.
A TRADITION OF HOSPITALITY
Ty Dolla $ign is far from the first artist to illustrate his music inspired by Montreux scenery,
as is evidenced by this list of album covers. From Bill Evans in 1968, who showcased Chillon Castle on his album recorded in Montreux, to the video by a heavyweight of US rap, the Festival’s unique surroundings have a transcendent, timeless quality.
In the tradition of Festival founder Claude Nobs, Montreux’s inimitable hospitality and quality become a bit more deeply rooted every time an artist’s wish is fulfilled, and with each encounter that brings to life another exciting project. Authenticity and close relationships, along with exacting artistry, are the values that have forged a vibrant tradition and that lay the groundwork for magical moments in the heart of the summer.
AN ATYPICAL FIGURE IN US RAP
Over the years Ty Dolla $ign has become a confirmed talent who casts a shadow far beyond the hip-hop sphere. He has churned out collaborative projects - on stage and disc - at a frenetic pace. This artist who cites both Bob Marley and Kurt Cobain as influences is a multifaceted talent: author and composer, producer, rapper and singer, multi-instrumentalist...
He broke through in 2011 with the hit “Toot It and Boot It”, and followed that up with “Paranoid” and then “Or Nah”, which has garnered more than 280 million views. His first album, 2015’s Free TC, is dedicated to his incarcerated brother and features Wiz Khalifa, Kendrick Lamar, and Kanye West. His album Campaign had a timely release last September, and “$” is its fourth single.