- Keep something secret, quiet, or discreet.
- Avoid attracting attention to it. Often implies the information is sensitive, slightly illicit, private, or just not ready for public knowledge.
Explanation
Origin
- Originated in African American Vernacular English (AAVE).
- Down low means low-profile, discreet, secret.
- Gained wider popularity starting in the 1990s through music and culture.
Synonyms & Related Expressions
Alternatives
Slang/Informal:
- Keep it low-key (very common synonym)
- Hush-hush
- On the QT
- Keep mum
- Keep it under your hat
- Fly under the radar (avoid attention)
Vulgar/Emphatic (Stronger commands for secrecy/discretion):
- Don't fucking advertise this.
- Keep this shit quiet.
- No need to broadcast this shit.
Milder/Standard:
- Let's be discreet about this.
- Please keep this private.
- Let's not draw attention to this.
Situational Appropriateness
- Informal. Very common in casual conversation, especially among younger generations and in urban contexts.
- Generally too informal for official business or very formal settings, unless the atmosphere is relaxed.
Misunderstanding Warnings
- Less likely now due to widespread use, but the AAVE origin and specific nuance (discreet, low-profile) might be missed by some learners who just equate it to secret.
Examples
- They're dating, but they're keeping it on the down-low for now.
- I got a sneak peek at the new designs, but keep it on the down-low.
- Let's meet up later, but keep it on the down-low, I don't want my boss to know I left early.
Dialogue
Person A: Hey, I managed to get us backstage passes for the concert!
Person B: No way! That's awesome! How?
Person A: Doesn't matter, but we gotta keep it on the down-low. They're really limited.
Person B: Got it. DL. Thanks, man!
Social Media Examples
- Tweet: Planning a chill get-together this weekend, keeping it on the down-low tho, invite-only. DM for deets. #Lowkey #Vibes
- Instagram Story: Working on a secret collab! 🔥 Keep it on the DL for now... more soon! #Music #Collaboration
- Reddit Comment: Yeah, I heard about that loophole too, but best to keep it on the down-low so they don't patch it.
Response Patterns
- Got it. / Okay.
- Will do. / Sure thing.
- DL, understood. (Using the abbreviation)
- No problem.
- My lips are sealed.
Common Follow-up Questions/Actions
- Confirm understanding: Okay, won't mention it to anyone.
- Ask for the reason: Why the secrecy? / Why keep it DL?
- Clarify scope: So, who *can* know? / Just between us?
Conversation Starter
- No. It's an instruction about information being shared or an activity being planned.
Intonation
- Emphasis usually on down-low.
- Often said in a hushed, conspiratorial, or casual tone.
- Yeah, just keep it on the DOWN-LOW. Often abbreviated to Keep it DL.
Generation Differences
- Very common among Millennials and Gen Z. Widely understood by Gen X as well. Older generations might understand it but use it less frequently.
Regional Variations
- Originated in the US (AAVE) but is now widespread in many English-speaking countries, particularly in urban areas and online.