Juice WRLD manager Lil Bibby and music video director Steve Cannon have partnered exclusively with Vevo for the latest installment of Vevo Footnotes to reveal new insight behind making the posthumous video tribute “Already Dead.”
In the visual, Lil Bibby and Steve Cannon talk about almost losing the session to the song, Juice WRLD’s struggles with inner demons and his dreams of one day creating his own amine. “Already Dead” was the lead single from Juice WRLD’s fourth studio album Fighting Demons.
In the video, Cannon explains the idea behind the video, saying, “This character is named ‘Anti-Juice.’ He represents the internal struggle Juice faced within himself. Anti-Juice regenerating is a metaphor for the resilience of mental health issues. Every time Juice appears to get a leg up on Anti-Juice, he bounces back more fiercely (a classic anime trope).”
Bibby helped flesh out the story of the song, saying, “Juice recorded this song in 2018. The session was lost until a fan DM’d me with the recording date and studio, based off of a snippet of Juice’s Instagram Live when he teased the song.”
Earlier this month, Juice’s team released two new songs from the late artist, “Cigarettes” and “Go Hard 2.0.”
“Cigarettes” was originally leaked in 2018 and quickly became a fan favorite. These are his first new songs since his last album, Fighting Demons was released in December. “Go Hard 2.0” is included on the new Fighting Demons (Complete Edition). Both animated visuals are directed by Steve Cannon.
On “Cigarettes,” Juice examines his various addictions and habits, likening his feelings to relying on nicotine to keep him going. He croons, “Smoke cigarettes, cancer in the chest like cardiac arrest/ I’ve been feelin’ stressed, tryna find ways to impress her/ Showin’ her that I love her, tryna show her a effort/ Gotta keep it together.” The trademark honesty from Juice made it an instant hit when it began surfacing on the internet four years ago.
Fighting Demons became Juice WRLD’s fourth album to top the Billboard charts. The album began with 119,000 equivalent album units earned in the week ending December 16, according to MRC Data. Demons is the fourth consecutive leader and fifth overall chart appearance for the late rapper-singer, who died in December 2019 of an accidental overdose.