Tanya Morgan drops the official video for “Louder,” off the new YGWY$4 album.

Meet Elijah Gomez, a young hustler from the ATL who personifies the spirit of Tanya Morgan’s Von Pea and Donwill while moving units in the group’s new video for “Louder,” a bass-driven joint off their recently released, fourth LP, ‘YGWY$4’ (You Get What You Pay For).

While previous videos featured the duo dissecting awkward one-night stands and dropping bravado-laced bars out the trunk, Tanya Morgan went for a wholly different, albeit still creative approach for their latest effort. “Louder” centers on the day-to-day business of Elijah, a burgeoning entrepreneur in the music game who moves units and pantomimes the track’s lyrics.

Elijah is also the son of the video’s director, George Gomez, who makes his directorial debut here and shows that he clearly has the necessary chops. He’s the creative director of SOAP Goods Creative and has worked with Tanya Morgan since 2004, most recently providing artwork for ‘YGWY$4’ and 2016’s, ‘Abandoned Theme Park.’

Given that Gomez and SOAP are based out of Atlanta, it’s only fitting the director shot these visuals there as well. He also enlisted some other local ATL talent, such as rising artist Zipporah Joe’l (who plays Elijah’s mother), FRKO (Action Bronson’s illustrator), and Mr. Fahie (a multi-talented artist).

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