Bay Swag – Proceed ft. Zeddy Will

BAY SWAG AND ZEDDY WILL TAKE US TO THE SET OF “THE PROCEED SHOW” IN NEW MUSIC VIDEO

FRESH OFF THE RELEASE OF HIS NEW EP ‘SWIGGITY’ AND HIS DEBUT HEADLINING TOUR

NEW YORK, NY — NOVEMBER 25, 2025 — Queens native and rising hip-hop force Bay Swag, along with Zeddy Will, unveiled the official music video for their club-ready single “Proceed.” The high-energy originally arrived as a follow-up to Bay’s single “Cafe Regal” and stands out as one of the first collaborations from the Swiggity era – his latest EP release,  further reinforcing his evolution and expanding footprint within New York’s rap ecosystem.

The “Proceed” music video transforms the track into a playful, high-energy talk-show satire, with Bay Swag and Zeddy Will taking over a fictional program called “The Proceed Show.” The video opens with Zeddy Will, delivering his signature confident and charismatic verses as if speaking to the host with the studio audience immediately locked into the beat, dancing and vibing along. Bay Swag then steps in with his seductive drill-inspired flow, turning the talk-show setting into a full-on party. Fans in the crowd hold up signs, including one that reads “BAY SWAG’S FUTURE WIFE,” amplifying the fun, interactive energy of the performance. The entire video plays with the contrast between the polished, daytime-TV format and the high-energy bounce of the record, giving “Proceed” a visual that feels humorous, fast-paced, and distinctly New York.

Bay Swag continues to make waves in music, fashion, and internet culture, most recently being named as one of VEVO’s DSCVR Artists to Watch 2026. Following the success of his debut album Damaged Thoughts, he’s been steadily building momentum with recent features in Rolling Stone and TMRW Magazine, where he discussed his journey, artistry, and the personal experiences that inspire his music. He was also in the latest issue of Queens’ Get The Paper, further solidifying his influence and trajectory as one of hip-hop’s most exciting new voices.

ABOUT BAY SWAG: 

Growing up in the hustle and bustle of Queens always kept Bay Swag ahead of his time. Raised around older family members and friends, Bay’s early exposure to the callousness of life prepared him to navigate the trials and tribulations that come with the Big Apple borough.  Bay’s world was turned upside down as a teenager after losing the guidance of his best friend, his father, whom he calls the ultimate “gift and a curse.” The first studio session without his dad’s support led to the creation of his breakout hit “Rumors,” which gave Bay a buzz around Queens. He struck gold twice within a year, vulnerably opening up about the impact of his father’s incarceration on the melodic “Saucin’.” The world’s collective pause during the COVID-19 pandemic proved to be a seminal moment for Bay Swag as he met fellow New York rappers Cash Cobain and Chow Lee, and the trio would go on to usher in a titillating rap sub-genre with sexy drill. Bay reunited with Cash Cobain for a party-fueled studio session in late 2023, which broke down regional barriers and took the sexy drill movement global with the creation of “Fisherrr.” Before the dreamy track arrived in 2024, a “Fisherrr” snippet became a viral sensation on TikTok, thanks in part to the “Reemskii” dance and a “From the Block” performance, which found Bay mixing infectious elements of R&B and drill rap with intoxicating bars.  Ice Spice took note of the hit’s scorching trajectory and hopped on the official “Fisherrr” remix, which boosted the gold-certified track to Billboard’s Rhythmic (No. 15) and Hot R&B Hip-Hop Songs (No. 28) charts. Bay Swag’s emergence as a tastemaker on the NYC rap scene carried him to the Hot 97 Summer Jam stage as well as the hallowed ground of Madison Square Garden (Rema, Davido tours) and Barclays Center (Future and Metro Boomin’s We Trust You Tour) in 2024. In the same year, he opened for A Boogie Wit Da Hoodie on select stops of the “Better Off Alone” global tour alongside NLE Choppa, Luh Tyler, and Byron Messia. With co-signs ranging from Justin Bieber to Lil Baby, Young Thug, and Meek Mill, Bay has compiled over 23 million streams globally, while notching collaborations with Lil Durk, NTG, Rob49, and 42 Dugg.  Bay Swag looks to cement his quantum leap to stardom with the release of his debut album, Damaged Thoughts, this summer via his Nothing Bout Us Regular imprint and UnitedMasters. The 15-track album is a star-studded affair featuring standout collaborations with Meek Mill (“Seventeen”), Young Thug (“LIL JASMINE”), Quavo (“Tropics”), A Boogie Wit Da Hoodie (“IDK WHY”), Cash Cobain (“Don’t Care No More”), Kyle Richh (“Rich Junkies”), Sheff G (“Billie Jean”), and 42 Dugg (“Drank”), alongside solo tracks like “Skirt,” “Matte Black,” “Caicos,” “Matching Benz,” “Track Mode,” “Harriet Tubman,” and title track “Damaged Thoughts.”