Riton has released the official video for his new single, “Sugar“, featuring Soaky Siren. Directed by So Me from Iconoclast, the official video trails a schoolboy on a fun, sweet-fuelled rampage across inner-city London; trading his uniform for a tie-dye hoodie, he dances on tables, raids off licenses, smashes glasses and causes maximum chaos on his quest for more sugar. Watch it now below.
“Sugar”, which sets the stage for a mixtape coming later this year, is an explosive, peak-time dance anthem, niftily flipping a cut-and-paste sample from 50 Cent’s 2005 classic, “Candy Shop”. Bold, hyper-infectious and packing the sort of rowdy, carefree energy that feels woven into the fabric of all Riton’s forthcoming music, ‘Sugar’ marks an exciting introduction to Riton’s bright new technicolour world.
“Sugar” also dropped alongside a first-of-its-kind generative AI visualiser, developed by the WMG Global Data Science team. Created using a model that generates images based off of text descriptions, (known as Stable Diffusion), which was further trained on Riton’s face and moodboards, the team were also able to make the visuals react to the audio using AI, isolating audio individual elements and feeding them back into the animation. “It was a really exciting collaboration between data science and Atlantic’s creative team as we refined the aesthetic together”, explains Philip Watson, who headed up the visualiser’s creation.