Rikki

Description

With *Rikki*, his third album, Ginger Root continues to explore his self-described "Aggressive Elevator Soul" universe. Conceived over two and a half years, the album draws on past memories to illuminate the future, marking a major creative and sonic leap forward. Originally scheduled for June 2020, its release was ultimately postponed until October due to the pandemic. Propelled by fan-favorite singles like "Le Chateau" and "Karaoke," the album is accompanied by meticulously crafted music videos, directed by Cameron Lew himself. Confined by health restrictions, the artist made his own image the center of this inventive visual universe, even populating the "Karaoke" music video set with life-size cardboard cutouts. Through these creations, the character Lew embodies on screen takes on an increasingly assertive identity, while secondary figures begin to reappear recurrently. *Rikki* thus stands as a pivotal step, both in Ginger Root's musical evolution and in the construction of his narrative and visual universe.