Rising Bay Area artist August Roads bends and twists through genres in his wild new video for “51%,” a feel-good song about claiming your own destiny and taking control of your life.
The cinematic video is directed by Haley Bowman, who brings a fittingly left-field approach to the visual representation of the genre bending single. And August fully embraces the eccentric direction which showcases his broad sense of charisma. Whether he’s chilling in a dumpster with his bear named Bubba or destroying home furniture, the 27-year-old singer/songwriter is clearly having a good time. Of course, that’s the idea behind the song itself.
“‘51%’ is all about flexing with what you got,” August explains. “I’m not the richest, I’m not the best looking person in the world, I’m definitely not the smartest, but I’m grateful for those times in life when God gives me a leg up with something, and that’s what happened with this song.”
The single stems from Augusts’ debut EP, Highs And Lows, which is due out Oct 18 through all major DSPs. In the interim, head over to your preferred digital retailer or streaming platform to support “51%,” and be sure to check out the visuals for the EP titled, inaugural single.