“Fly,” which I actually love for its positive message, was produced by J.R. Rotem and co-produced by Kevin Hissink. And the video, which was shot back in January, was directed by Sanaa Hamri. Nicki said about the concept of the vid:
“We’re going to save the world in more ways than one with the video and that’s all I can say about that…The video is done. The ‘Fly’ video is a freakin’ movie! Movie! Movie! Cinematic popcorn.”
The “Super Bass” rapper commented that the song was inspired by the emotion of soaring above and overcoming all stereotypes and negativity. In an interview during her Pink Friday promotion she said:
“FLY is one of my absolute faves. I wanted to work with Rihanna for a long time. I’m very proud of her accomplishments ; especially since she was born on an island like me. This song is a female empowerment song. But then again, its not specific to just women. It speaks about flying, soaring high in the face of every single solitary adversity that comes your way. I speak about how the media has attempted to box me in and how that has made me feel suffocated. After years of being dragged thru the mud, I’ve mustered up the courage to re-define myself. I believe that I represent an entire generation. My fans have become my family ; and together we have become a movement. Get ready for it. We came to win.”
The track, which would be her eighth overall single from Pink Friday, was originally set for a September 11 release, but has been played everywhere already.