The official video, directed by MOM , complements the song’s themes with a minimalist yet high-fashion aesthetic.
: He clarifies that while money doesn't solve everything, it provides a level of freedom and peace that he values, famously singing, "Na when I get money I realize, oh". The Music Video: Visual Storytelling Adekunle Gold - It Is What It Is (Official Video)
At its core, "It Is What It Is" is an anthem for peace of mind and boundary-setting . The lyrics address the pressures of public life, fake friendships, and the importance of financial independence without the need for approval from others. The official video, directed by MOM , complements
: Much of the visual focuses on Adekunle alone or in controlled, artistic environments, underscoring the lyrical theme of keeping his distance from negative influences. Cultural Impact and Context The lyrics address the pressures of public life,
The song was released following his critically acclaimed album Afro Pop Vol. 1 , serving as a bridge to his next era. Since its release, the video has garnered over 14 million views on YouTube, solidifying its place as one of his most recognizable modern tracks. Adekunle Gold - It Is What It Is (Official Video)