Juicy J has dropped a new video for “LOAD IT UP” feat. fellow Memphis native NLE Choppa, today. “LOAD IT UP” is the latest offering from his album The Hustle Continues, which is due November 27 via eOne. The Edgar Daniel-directed video is another mockumentary style for Juicy, following “Gah Damn High” feat. Wiz Khalifa, which dropped this summer and received praise from Pitchfork, Rolling Stone, Forbes, and more. “LOAD IT UP” is a contagious anthem, showing the artists shooting a music video through a vintage fisheye lens.
The Hustle Continues is produced / executive produced by Juicy J and features many of the biggest names in the culture including Lil Baby, Megan Thee Stallion, NLE Choppa, Young Dolph, Key Glock, Logic, A$AP Rocky, 2 Chainz, Conway, Ty Dolla $ign, Rico Nasty, Jay Rock, Lord Infamous and Project Pat. He also recently announced a partnership with Gary Vee, a four-time New York Times bestselling author and one of the most famous public speakers alive and Cody Hudson, a museum-showing, contemporary fine artist with a Nike signature head-to-toe collection to launch the new cannabis brand Asterisk*.