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NF’s “HOPE” music video reaches 9.6 million views in two weeks

Republished from Music Market, March 2, 2023.

“Man, I don’t know if I’m making movies or music videos.”-NF, “The Search

Michigan-born rapper Nathan Feuerstein, primarily known as NF, recently released a music video for his newest single, “HOPE.” The single, acting as a teaser for his upcoming album by the same name, has erupted in popularity, garnering over 9.6 million views in 13 days. The five-minute video features shots of NF looking over mountain ranges and an ocean, with a couple of shots taking place within a dark mansion. The video showcases callbacks and references to previous albums in NF’s discography, creating a sense of a plot thread that leads from one album to the next. Those who consider themselves to be fans of NF will definitely appreciate the mentions to his other work.

NF is well-known for having incredibly produced music videos, with some viewers claiming that his videos are “cinematic masterpieces.”

How did it start?

NF’s music hit mainstream radio in 2017 with the release of his album Perception. Since then, he has released a mixtape in 2021 titled CLOUDS (THE MIXTAPE) and an album in 2019 titled The Search. Both the album and the mixtape were received in an overwhelmingly positive fashion, as NF’s music continues to speak on mental battles and past trauma that people can relate to. The “HOPE” music video marks a moment in his career where his musical style seems to be shifting, which fans and critics alike are excited to experience.

HOPE, the album, is scheduled to drop on April 7. Spanning an impressive 13 songs, the tracklist will feature rapper Cordae and singer Julia Michaels at different points on the album. In the meantime, those waiting for the release can find NF’s current discography on both Apple Music and Spotify.