Nigerian superstar, Burna Boy views his recently revealed partnership with G-Star RAW as “a match made in denim heaven.”

“Denim isn’t just fabric; it’s an extension of who I am,” Burna Boy said of the collaboration, which sees the I Told Them… artist working with prolific director and photographer Dave Meyers. “Like my music, it’s personal, a dialogue between me and myself. Every stitch, every fade tells a story.”

Burna Boy

Memorable music videos for Drake, Travis Scott, Taylor Swift, Kendrick Lamar, Korn, Missy Elliott, Slipknot, and a plethora of other artists are among the many memorable works in Meyers’ vast filmography. Meyers contributes his skills to this marketing video, which features the music from Burna’s most recent I Told Them… single, “On Form.”