Video Premiere: NF – Wake Up
Check out the official music video premiere of “Wake Up”, the single by Michigan native NF.
Jon Jon Augustavo, who had previously filmed Macklemore & Ryan Lewis’ music videos for “Thrift Shop,” “Can’t Hold Us” and “Same Love,” directed the visual. “Wake Up” is produced by Tommy Profitt and mixed by Manny Marroquin, an eight-time Grammy Award-winning audio engineer.
Since NF released his self-titled EP in August, “Wake Up” has been featured on ESPN, “Monday Night Football,” VH1, Showtime and “Chicago PD.” The song played a major role in Capitol Christian Music Group’s decision to sign NF.
“I’d never heard anything like it,” Brad O’Donnell, SVP A&R at Capitol CMG, told Rapzilla last year. “As great as his flow was, it was clear he had as great of a sense of melody as he was a rapper.”
NF, 23, explained the concept of the video to Rapzilla prior to its premiere. It features a prosperous woman and impoverished man, both who experience dissatisfaction with their lives.
“I showed two very extreme opposite [lifestyles] in the video and then showed these people feeling exactly the same,” he said, “just to show that — for those people out there who feel like something’s missing in their life — you can [be wealthy or poor] and still feel the exact same way.”
NF identifies with his song. He has enjoyed hearing “Wake Up” all over television, but he admitted that he hasn’t found satisfaction in his accomplishments. He quoted a line from Christian rapper Bizzle’s remake of Jay Z’s song “Holy Grail”: “How did you think it would feel when you reached a million? The same way you think it’ll feel when you reach a billion?”
“As soon as I got something on ESPN, I set more goals,” NF, who’s based in Gladwin, Michigan, said. “I just think it’s important to get grounded and realize it’s okay to set more goals and be determined, but don’t base your whole life off of that because if you do, in the end, it’s not going to be what you thought it was.”
Rapzilla nominated NF for Best New Artist and his song “All I Have” for Best Single in its 2014 Best of Christian Hip-Hop Awards.
Follow NF on Twitter at @nfrealmusic