Hit-Boy Launches Independent Era With New Single and Video “What’s the Deal?”

Fresh off the end of an 18-year publishing deal, three-time GRAMMY winner Hit-Boy is embracing a new chapter with the release of his single “What’s the Deal?” Marking his first independent drop, the track arrives alongside a striking music video directed by Daniil.

Self-produced and celebratory in tone, “What’s the Deal?” showcases Hit-Boy’s signature bounce, pairing sharp lyrics with colorful production. “Different color stones, pack of Starburst / I don’t look like a star, I look like hard work,” he raps, reveling in his longevity and grind.

The accompanying visual brings that energy to life with scenes of luxury fast cars, high-stakes card games, ice, and fashion. It’s a cinematic, elevated take on Hit-Boy’s journey from behind-the-scenes hitmaker to front-and-center artist.

“I’ve never felt more empowered as an artist… after 20 years in the game, I feel like I’m just getting started,” he shared of the release.