For her latest single, Aiko opts to return back to her old stomping grounds of South Central, L.A. for her star-studded video, which features Nipsey Hu$$le, Lauren London, Dom Kennedy, Hit-Boy, Casey Veggies and more. Rather than sulk over her ex-beau, Aiko appears jubilant, hanging out with friends and soaking up all the love from her close ones.
"I love where I’m from. I put on for my city as often as possible," Jhene tells Billboard, regarding the choice in location for her "Never Call Me" video. "I visit my neighborhood as often as possible. I talk about my neighborhood a few times in the song, so I wanted to show people where I’m from and introduce my fans to the people I love... my family and the people I grew up with."
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For Aiko, it was vital for her to harness the West Coast feel that permeates throughout the record, in order to give her fans a good glimpse of her early beginnings. "I have a lot of pride in my city and I’m especially proud of all the artists born and raised in Los Angeles like me," she says. "We all work really hard even though we’ve been blessed to be born in the greatest city on earth! It’s a beautiful thing when we can all come together and support each other."
She adds: "I think 'Never Call Me' has a sort of West Coast feel and message, so I wanted this visual to have the same feel."
Aiko also wanted to send a message to the "fucc boys" who relish the thought of destroying a happy home. "I also wanted all the fucc boys out there to know that I come from a real-ass neighborhood, and I have a bunch of shooters on my side in case they think about acting up," she says jokingly.