“DO IT RIGHT”
On the inspiration behind her new single, REI AMI shares, “‘do it right’ is about love. It’s about self-esteem. It’s about everything it feels to be in a relationship. It’s about when you’re so deeply in love with somebody you kind of lose a sense of yourself and also the mental battle of being in a toxic relationship. Your toxic other half makes you question your worth and who you are and makes you ashamed of who you really are.” She continues, “‘do it right’ is like if I could do it all over again, here’s what I wish I would have done. It’s doubting yourself and questioning your words because sometimes we do that and that sucks, especially when it’s coming from somebody that says that they care about you. It’s a really sad song, definitely more of an AMI song than a REI song because it’s really emotionally aware and sensitive.”
Born in South Korea and raised in Maryland, REI AMI commanded herself into the spotlight in 2019 with the release of her three multi-faceted debut singles “MAKE IT MINE,” “DICTATOR,” and “SNOWCONE,” the latter of which has since amassed over 15 million cumulative streams. Backed by co-signs from Billie Eillish, FINNEAS, and Zane Lowe, AMI continued to make waves with the eye-popping 2020 rap single “MAC & CHEESE,” released via her new label Visionary Records (Logic, Jon Bellion), which led to a highly coveted spot walking in Rihanna’s Savage x Fenty runway show that same year.
Darkness of human existence is often side-stepped. #REIPOP newcomer REI AMI, however, balls up her fists and unleashes her demons across the breadth of her new work. REI AMI exhibits great strength in poetic tragedy, as she so often stokes the flames of moody melancholy, excavating what beauty may lie underneath in the process. Her craft is as blissful as it is devilish, and she instantly casts a mesmeric spell over the listener — heightening the senses and provoking them to question their own well-being.
Her name is a combination of two characters from the lauded anime series Sailor Moon; REIrepresents her softer, more delicate side and AMI showcases her braggadocious and aggressive “bad bitch” style. REI AMI best reflects the two polar sides of her personality, while also representing duality. For her, it’s not having to choose between this or that, but rather embracing both and then modeling that in her music.
A vast background of sensibilities, REI AMI is a chameleon in every sense and unafraid of saying exactly what’s on her mind. With new music on the way incorporating elements from indie, hip-hop, to bedroom pop and every genre in between, she is poised to continue her rapid rise to stardom in 2021 and beyond. Pop music isn’t ready for what’s coming next.
Listen to “do it right” (feat. Aminé)
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