It’s rare for a sixth single to even be lifted from an album, let alone for it to go completely viral like Dua Lipa’s IDGAF.
The Henry Scholfield-directed clip – which, to oversimplify, sees Dua fighting against herself – only dropped a couple of days ago, and at the time of us keyboard clacking these words it’s already notched up over 13 million hits.
Says Scholfield of the clip, “We wanted to embody the sense of empowerment in the track, whilst going beyond the literal breakup context. We had in mind a visual of the internal struggle, showing the two sides of Dua’s emotive state, like an argument with someone you love. The strong Dua at first berating then eventually persuading her weaker alter ego that they both don’t give a f*ck.”
As for Dua’s thoughts? “I’m so excited to finally share this video with everyone. It took us 22 hours to shoot this video and with the best people and team magic happens. This video is about your stronger and weaker side fighting with each other only to realise that self love is what will help you overcome any negativity that comes your way. I hope you like it as much as we have loved making it.”
Meanwhile, the impressive numbers keep coming, with Dua notching up five Brit Awards nominations, making her the most nominated female of all-time.
Obviously “IDGAF” doesn’t stand for “I Don’t Give a Fig”, so here is the obligatory language warning…