Found in the Inbox: Lloyd Gets Honest on “TRU”

Apart from the occasional feature, the former Murder Inc. and Cash Money singer Lloyd spent some time away from the spotlight. The Rive Video Promotion campaign for “TRU” says the Atlanta crooner used it well: learning to play guitar, strengthening family ties and making sure a return would live up to expectations.

The most personal record yet

“TRU” steps away from the uptempo, pop-friendly sound of “Get It Shawty.” “‘TRU’ is about being a fighter. It’s about speaking truthfully and honestly on your life and not shying away from your imperfections,” Lloyd told BET, in comments the campaign shared. “I got with Justice League, who produced the track and I wrote it with my good friend Shakespeare and it’s basically me bleeding my heart out to the music.”

Shot on real film

Released independently through EMPIRE, the video went back to basics. “I didn’t want a bunch of LED lights. I didn’t want a bunch of special effects. I didn’t even want it to be digital. I wanted to shoot it on real film,” Lloyd said. Director Payne Lindsey, a friend since their teens, shot it around Atlanta, including scenes on 8mm film with Lloyd’s niece. “Nothing came as easy as I thought it would but in the end it was worth it.”

Why it was in the inbox

Comebacks usually get louder. “TRU” got quieter, and better for it.

Watch the official video

Quotes and release details from Rive Video Promotion’s campaign for “TRU,” including Lloyd’s comments to BET. This feature updates Exposed Vocals’ original October 2016 post.