Kim Cruse - It’s Giving (Official Video)

Kim Cruse Drops Bold New Visual for ‘It’s Giving’.

Fresh from the success of her debut album Mixed Emotions, rising R&B star Kim Cruse has released the music video for her latest single, It’s Giving.

First making waves as a finalist on NBC’s The Voice under John Legend’s mentorship, Cruse has since carved out her own lane with a sound that blends cinematic soul with a velvet-like pop edge.

It’s Giving is a celebration of confidence, self-love and unapologetic femininity. The track’s smooth backbeats and powerhouse vocals are paired with visuals that radiate main-character energy, balancing nostalgia with a bold, party-ready atmosphere.

Speaking about the release, Cruse explains: “‘It’s Giving’ is all about energy, confidence, and stepping into the version of yourself that doesn’t shrink for anybody. I wanted the production and visuals to feel bold, nostalgic, and unapologetic – a love letter to the girls who hype themselves up and walk in the room like they own it.”

Raised in Woodville, Texas, and affectionately dubbed The Velvet Saxophone for her smooth, soul-drenched voice, Cruse honed her talent in church before moving on to formal training and collaborations with the likes of Lalah Hathaway and Monica. With It’s Giving, she continues to prove she’s one of R&B’s most exciting new voices.