Singer-songwriter Eric Bellinger shared the innovative visuals for his latest single "Shine on the World" on Friday, serving as the first single from his forthcoming album dropping later this summer.
The inspirational record along with its dynamic video follows Bellinger's life story from his church roots to his current place as one of R&B's biggest songwriters. He makes his way through adoring fans and goes on to enjoy the fruits of his labor. In the end, he performs alongside a group of vocalists, empowering listeners to not be afraid to shine their light.
The video feels like one of Bellinger's most personal, the Loris Russier-directed visuals are also completely shoppable courtesy of TAP IN XR & .show, offering viewers a chance to purchase new merch from Eric throughout the music visual, including the Rich Before The Money Tee, Don’t Be Afraid Tee, and Soul Sistas Tee.
TAP IN XR founder Mayowa sat down with Bellinger to discuss his long-spanning career, and how he defines success.
Mayowa: Eric, looking through your catalog, you have never released a record like “Shine On the World”. So why “Shine On The World” and why now?
I think my natural elevation needed to take place in real life in order for it to genuinely translate in the music. I’ve always worn my heart on my sleeve and spoke about whatever I may have been going through at the moment or even how I felt. I’m at a point now where I realize it’s up to me to Shine On The World. A conscious decision from self rather than an allowance from anyone else.
Read the full interview at The Fader.