Highly lauded entertainment mogul Ice Cube releases his new single, “It’s My Ego,” featuring production from Grammy Award-winning producer E-A-Ski.

The track comes from his anticipated forthcoming solo album, “Man Down,” set to drop via his own Lench Mob Records, distributed by Hitmakers.

Alongside the single, fans can also catch the official music video, directed by Gabriel “VideoGod” Hart. In the visual, Cube steps into multiple larger-than-life characters, from a minister to a fast food worker and a dripped-out version of himself donned in a bold blue fur coat.

The visuals emphasize the song’s powerful message: speak up, stand your ground, and express yourself unapologetically. It features heavy hitter cameos from Mike Epps, Omarion, Paula Jai Parker, Scruncho (“How High”), Kathleen Bradley (“Friday”), and WC.

“I wanted to have fun, and I wanted to bring fun back to Hip-Hop,” shared Ice Cube of the music video. “It’s a fun video, and the song…a lot of people think ego is a bad thing but you know you should celebrate your ego. It makes you unique. We don’t all want to be the same. That would be boring. Be yourself, and celebrate who you are. Be proud of yourself, [and] proud of your ego.”

With its hard-hitting beat and sharp lyricism, “It’s My Ego” shows Ice Cube at his finest—blending the soul of classic R&B with the grit and flair of West Coast rap. The song takes listeners on a journey of self-expression, empowerment, and defiance.

Cube shared some wisdom behind the track, explaining, “It’s easier to stay true to yourself than constantly change for others’ expectations. There’s real truth in that.”

The combination of Cube’s veteran delivery and E-A-Ski’s masterful production makes “It’s My Ego” a standout track in what promises to be one of the most significant albums of 2024, eight years since Cube’s last solo album.

Check out the music video for “It’s My Ego” below.