Keke Palmer, the multifaceted entertainer, showcases the strength and independence of women in her latest music video for “Assets” from the Big Boss (Deluxe) album.


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Directed by Edgar Esteves, the seven-minute visual unfolds in a vibrant beauty salon and bank, symbolizing Palmer’s versatility. The video explores themes of female empowerment and independence, as the artist embodies various comical characters. The lyrics echo a desire for acknowledgment, emphasizing that hard work should be seen as an asset, not an intimidation factor. Keke Palmer, also a businesswoman and founder of KeyTV, takes a moment in the video to champion women entrepreneurs, shedding light on the disparities they face. The “Assets” video is a powerful representation of Palmer’s commitment to delivering a message of strength, resilience, and recognition for women in all walks of life.