Dawn Richard Shares Honest New Single “Chuuuuurch”

Today, New Orleans-based singer, songwriter, producer and multidisciplinary artist Dawn Richard has released “chuuuuurch” (feat. jelly joseph), which is the third single from her new album, Creole Culture, that will be out October 9, through Merge Records. Following the “lush and euphoric R&B reverie,” (Stereogum) “enough,” “chuuuuurch”  finds Richard reflecting on self worth and her time in the entertainment industry.
Accompanying the track is a video directed byZebretta Johnson with animation by Richard.

The video leans into a Robert Rodriguez-inspired cinematic world, with Richard testifying before congregation about her personal journey, which are the highs, the setbacks the judgment, and the constant process of having to build herself back up. Richard adds: “Visually, we wanted it to feel bold, theatrical, slightly surreal, and cinematic while still carrying the humor, grit, and spirit of the record.” As for the song, the artist says: “chuuuuurch’ is really a conversation with myself—addressing my journey through this industry and the many times I’ve had to remind myself of who I am. Culturally, saying ‘church’ is its own kind of affirmation. It’s ‘amen.”

The singer adds: “It’s ‘you right and sometimes, when no one else is there to affirm you, you have to amen yourself. The song mirrors that journey musically. It moves through gospel, bounce and dance music, with nods to the energy of Crystal Waters and La Bouche. It keeps building, almost like a service, until all of those influences exist in the same space. It’s playful, honest and deeply musical, a reminder that sometimes you have to be your own congregation.”