Doja Cat has unveiled a typically eye-popping visual for her scorching new single ‘Attention’, out now via Ministry of Sound, as the Grammy-winning global icon enters her hip hop era.

Shot in Los Angeles and directed by Tanu Muino, who has also worked with Harry Styles, Lil Nas X and Cardi B, the official music video for ‘Attention’ is visually stunning: glossy, hazy and heavily stylised in early 00’s nostalgia.

It’s another mind-bending entry into the Doja Cat canon, with the ever-shapeshifting artist donning multiple guises while roaming the streets of LA, surrounded by screaming fans and aggressive passersby.

‘Attention’ is Doja Cat’s first single of 2023, signalling the beginning of a rap-heavy era with a new studio album on the way.

It continues a world-conquering streak for Doja Cat, after she stormed the charts with her song, ‘Vegas’, and most recently featured alongside label mate, SZA on the remix of her song, ‘Kill Bill’.

‘Attention’ is yet another captivating turn for the Grammy-winner. Written with Y2K and Rogét Chahayed, who also produced the track, it sees Doja slipping seamlessly between rapping and singing, punctuating free-flowing verses with a sweet chorus.

“It don’t need your love / It just needs attention”, she sings on the central hook. With artistic statements like ‘Attention’, she certainly has ours.