British R&B singer Ella Mai has partnered with the Recording Academy to experiment with the first-ever "evolving music video" for her hit "Boo'd Up."
The video is black and white features Mai singing her smash single acapella. The conceptual visual will reportedly transform into different stages as the views continue to compile by the hour, according to Billboard.
"I’m super excited [to be a part of this project], especially to be the first and, secondly, to see it. I’m super excited to be involved in it, creating it and seeing the process, but also seeing the finished product because I’m super intrigued," the 24-year-old told People on the set of the shoot.
Ella Mai will make her first appearance at the Grammy Awards this Sunday. She has two Grammy-award nominations for best R&B song and song of the year.
Hear Boo'd Up like you've never heard it before in the world's first Evolving Music Video, a groundbreaking new collaboration between The GRAMMYs and 2019 GRAMMY nominee Ella Mai. The more it's viewed, the more it changes. The video is currently in its original state.
Glennisha Morgan is a Detroit-bred multimedia journalist and writer. She writes about intersectionality, hip-hop, pop culture, queer issues, race, feminism, and her truth.