GRAMMY-nominated R&B sensation Ari Lennox is stepping fully into her “Soft Girl Era” with the release of a vibrant, feel-good video for her latest single of the same name. Directed by acclaimed filmmaker Chris Robinson, the new visual marks a bold and stylish chapter in Ari’s artistic evolution: one that celebrates femininity, friendship, and unapologetic joy.
Swathed in a kaleidoscope of color and fashion-forward looks, the video sees Ari glowing alongside her crew and her man, basking in the lightness of love and the luxe of soft living. A perfect complement to the track’s flirtatious lyrics and dreamy production, the visual underscores the song’s central theme: embracing a life of ease, elegance, and emotional clarity.
The release follows Ari’s powerhouse performance at this year’s Dreamville Festival, where she captivated a crowd of over 100,000 fans with a set that spanned the breadth of her career, from her viral covers and deep cuts to her platinum-certified anthems. The performance earned praise from major outlets, with Billboard calling it “one of the most consistent vocal showcases of the night” and Uproxx noting Ari “dazzled” with veteran finesse.
“Soft Girl Era,” which dropped last month on Ari’s birthday, reunites her with production heavyweights Jermaine Dupri and Bryan-Michael Cox, the team behind her Billboard radio No. 1 smash “Pressure.” The trio’s chemistry is once again proving undeniable; this week, the single was the most-added song at Urban radio.
A celebration of luxury and love, “Soft Girl Era” finds Ari leaning into playful vulnerability while asserting her standards: “It’s a hard knock life / Can you treat me right?” she sings, inviting suitors to rise to the occasion.
Following a brief hiatus, Ari returned to the spotlight last year with “Smoke,” a sultry, soulful offering that landed her another top 20 spot on Billboard’s Adult R&B Airplay chart. Since then, she’s maintained a steady presence with high-profile collaborations, lending her signature vocals to tracks like “War” with Camper and Jeremih, Foggieraw’s “Stay Awhile,” and Jessie Reyez’s “JUST LIKE THAT.”
With a platinum hit (“Pressure”), multiple chart-topping singles, and millions of fans around the world, Ari Lennox is carving her lane as one of R&B’s most influential voices. “Soft Girl Era” is more than a single; it’s a statement. And if the new video is any indication, Ari’s next era is looking brighter and softer than ever.
Join Ari in her Soft Girl Era: Instagram // Website // Spotify
