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Rico Love's New Video Unapologetically Brings Back Bad Boy's Shiny Suit Era

Producer-turned-singer Rico Love made last year's most flagrant (and catchy) R&B single, "They Don't Know." Today, his new video debuts on BuzzFeed.

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Last summer, the star R&B producer behind songs for Beyoncé, Trey Songz, and Usher released his debut solo EP, Discrete Luxury.


The album’s all about how love and sex play out in the cutthroat world of the 1%. “Discrete luxury is when you realize: I’m in the thick of it, this is the game, this is the beast, I’m in the big league now,” Love explained last year.

The album’s big single is “They Don’t Know,” a give-no-fucks celebration of Rico’s mistress.

View this video on YouTube

The video was inspired by the bawdy flossiness of Puff Daddy’s shiny suit era.

"I've been waiting my whole life to make this video," Rico Love, who is 31, told BuzzFeed. "I grew up idolizing Puffy and the whole Bad Boy movement. I dreamt of being in visuals like Craig Mack's "Flava In Ya Ear" or G-Dep's "Let's Get It," to name a few. Those flashy, fly, performance-driven visuals made me fall in love with fashion and excess."

Watch the "They Don't Know (Remix)" video, directed by Erik White:

View this video on YouTube