"Turn Up a Notch" is a single by American rapper Lil Durk, that was released under Alamo Records on September 25, 2024, as the third single extracted from his upcoming ninth studio album, Deep Thoughts.[1]
Background
The song was first previewed through YouTube official Lil Durk channel, with a snippet of the song that was shared with a short on April 25, 2024,[2] Some months later, on September 18, 2024, another short was released on YouTube showing Lil Durk during the shooting of the music video for the song.[3] Finally, Durk announced the release date for the song with a post on the Instagram platform, initially setting it for September 27, 2024, however he later announced an earlier release date, moving it up to September 25, 2024.[1][4]
Composition
"Turn Up a Notch" is characterized by its hypnotic, guitar-driven beat produced by Southside and Smatt Sertified. The instrumental features skittering hi-hats alongside a somber, looping guitar melody, creating a propulsive yet melancholic backdrop for Lil Durk’s reflective lyrics. In the track, Durk delves into the struggles and triumphs of his life, contrasting grim realities with glimpses of his success. Notably, the chorus is a standout element, as it captures Durk’s defiant attitude. The lyrics touch on personal hardships, such as being doubted in 2012 and his rise to fame despite adversity. Lines like "Back in 2012, they counted me out / I had to turn up a notch" encapsulate Durk’s perseverance. The song’s laid-back flow and potent verses provide a smooth, yet emotionally charged listening experience.[1][5]
Critical reception
Elias Andrews from HotNewHipHop praised the single for its "hypnotic blend" of dark subject matter with a smooth delivery. He noted that while the beat is sleek and propulsive, there’s a sadness to it, particularly due to the looped guitar melody, which pairs well with Durk’s reflective lyrics. Andrews also highlighted the deceptive strength of the verses, which tackle both the rapper's struggles and his hard-earned successes. Will Schube of HipHopDX echoed similar sentiments, noting that Durk "turns things up a notch" by delivering powerful bars over Southside's production. Both critics agree that "Turn Up a Notch" serves as an effective precursor to Durk’s upcoming album, Love Songs 4 the Streets 3.[1][5]
Music video
The accompanying music video for "Turn Up a Notch", directed by Jerry Production, was released on September 25, 2024 and it features Lil Durk reveling in his success. The visuals highlight Durk's newfound lifestyle, showcasing him alongside Sexyy Red and Hunxho, who make brief appearances. The video reinforces the song’s themes of rising from hardship to success, as Durk is seen enjoying the spoils of his accomplishments.[1][5]
