• The Client Capitol Records
  • Release Date July 2018
  • What We Did Design & Animation
  • Filed In


When the new single “Karma” by YouTube personality and Detroit-based R&B singer, Queen Naija, abruptly soared to the top of the charts, Capitol Records challenged The Ether to devise a lyric video in just two days, racking up half a million views in its first hours online.

Ink bleeds lend movement to the piece while punctuating call-outs and acting as transitions from one verse to the next; the textured backplate, which features hand-drawn lyrics, provides the sense that one is glimpsing the artist’s personal jottings while writing the song.

Lyric Video