Enter a Dark Stylish Underworld in Music Video for Regard's 'Ride It'

Kosovan DJ and producer Regard has unveiled the slick official video for his viral smash and Shazam Chart #1 ‘Ride It’.

Inspired by Quentin Deronzier’s Dancing Through the Night series, the captivating visuals from Black Dog Films director Meji Alabi portray a dark yet stylish underworld where aggression and playfulness sit side-by-side. With a nod to Nightrider, the video is seen from the perspective of a car that travels through the streets at night.

“I love the idea of all these different things happening in the deep of night,” explains Meji. “And DJ Regard's ‘Ride It’ track I found to be the perfect sound bed for a night cruise where all sorts of madness is going on. The video is a night tale of the intersectionality of two worlds - our lead character and this mysterious vehicle which creeps through the deep of the night.”

Already generating upwards of 70 million combined streams, the track is now doing an average of 1.6 million Spotify streams a day reaching #5 on the platforms chart. It also reached #1 on iTunes, Apple Music, Shazam and on Spotify viral charts and is currently sitting at #2 in the UK Singles charts.

A DJ and producer who has built up over 1 million YouTube subscribers through his series of deep house mixes, Regard has claimed fame from the 20-second bootleg of ‘Ride It’, when it was ripped and uploaded to TikTok earlier in the year. Fans are also being encouraged to take part in the new TikTok #rideitchallenge, a playful viral craze where users create videos of themselves riding inanimate objects in time to the infectious track.

Meji will be also be delivering a lecture at It's Nice That's monthly Nicer Tuesdays event. Find out more here.