Add SUV

The video for Add SUV is nothing special—Uffie and Pharrell cruising the city at night, cops at the end. Standard stuff. But what stuck with me is this: Uffie can’t sing. She never could. And I’ve never cared.

I don’t mean it cruelly. She obviously knows. But she’s built this entire presence on being impossible to look away from despite having almost no credentials to back it up. She models, she makes music, and neither of those things are her strength, but the strength doesn’t matter because she moves through the world with this effortless unbothered cool that you either have or you don’t.

Pharrell’s in the video doing what he does, which is fine, but he’s not the one you’re watching. Uffie cruises through the night like she owns it—completely herself, asking nothing from anyone. It’s the opposite of trying.

I’ve always liked her because she doesn’t perform ambition or talent, doesn’t apologize for not being a real singer or model. She’s just Uffie. And that confidence—that refusal to justify her own existence—is cooler than any actual skill. Most people spend their whole lives chasing that kind of ease and never get it.