Naya Ali unveils trap-infused single The Heist before the release of her album We Did The Damn Thing this Friday

Today, Montreal-based rapper Naya Ali presents The Heist, one last single before the release of her new album We Did The Damn Thing, out this Friday, February 7th, via Bonsound. Created in Toronto alongside producer Adrian X, the track finds the Montreal MC taking shots at the ones who’ve crossed her. Over a trap beat and rumbling electric guitar, she riffs about betrayal, ducking gunshots, and the relentless pursuit of recovering an outstanding debt. 

The launch concert for We Did The Damn Thing will take place on Saturday, February 15 at Le Ministère in Montreal.

I wrote The Heist conceptually, Ali says of the drama-steeped song. There’s the planning of the heist, the heist, and the getaway: that’s the verses. Conceptually, what it means is: f--k you, pay me. We’re gonna take what’s ours anyway if you give it to us or not. The song offers a narrative that unfolds alongside the fundamental theme of reparation for Black and Brown people, reflecting the restitution of what is rightfully theirs, a recurring topic on the rapper's new album.

Ali's slithering vocals deliver menace and mischief while embodying resilience and defiance. Her intensity never wavers, and much like a community demanding what has been unjustly withheld, she takes delight in settling scores. 

Created between Toronto and Montreal, and produced by longtime collaborators Adrian X and Kevin Figs, We Did The Damn Thing is at once a deeply introspective record and a wide-eyed embrace of the world. It is a celebration — not just of everything I’ve achieved, but of everything we’ve achieved together, explains Naya Ali. As a people, as a community, as a culture, we’ve come so far. Our victories are collective, and the strides we’ve made are monumental. This album honours that journey and its title says it all.

From punk and trap influences colliding, to the country-inspired Turning Tables and the Afrobeat-infused Life (on which she steps out of her comfort zone and sings instead of raps), Ali leans into a space of creative liberation and embraces her versatility as an artist on We Did The Damn Thing.

Beyond the classic, 808-heavy beats, this is a gospel-infused album grounded in live instruments, especially the electric guitar. The singer and rapper took on a larger role in production, leading the choirs and working on vocal production for three songs on the album. 

Although the collaborations are few, each one is intentional and works as a way to honour those who are also doing “the damn thing”. Bringing together a range of diverse creators, she’s joined by the legendary Kim Richardson, her longtime friend Zibz, and the incredibly talented Dominique Fils-Aimé.

About Naya Ali

Ethiopian-born, Canadian-raised rapper Naya Ali is an award-winning hip-hop artist who exploded onto the scene in 2018 with her debut EP Higher Self. Known for her assertive, raspy delivery and exceptional flow, Ali quickly captured attention with her distinctive vocal tone and ability to move in and out of flow pockets skillfully.

But Naya Ali is no longer just proving she’s a great rapper—she’s embracing the freedom to evolve as a multifaceted artist. In the process of creating her bold second album, We Did The Damn Thing, Ali has leaned into a space of creative liberation, making music that can connect with a wider spectrum of listeners. Widening her artistic scope, she combines hard-earned wisdom with a message of gratitude and perseverance. The album title honours her shared experiences as an immigrant and as a Black woman.

Naya Ali emigrated to Canada with her mother as a child. Although she dabbled in rap as a teen, she chose to follow the expected path of a first-generation immigrant: going to university to get a good job. A few years later, she quit her job in marketing to pursue a music career. That decision changed everything and allowed her to learn that truly living means embracing the unknown. She doesn’t claim all her choices were perfect, but perfection isn’t the goal. As she prepares to drop an album on which she lets her artistry run free, Ali is ready for whatever comes next—fully welcoming the possibilities ahead. Something new is emerging, and she’s all in.

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