In the hyper-saturated market of UK rap music in 2022, it can be hard to uncover unique, complex identities. However, there is a small sub-section of rising stars who are determined to illustrate the unadulterated realities of their lives; and Jay10szn (popularly known as Jay10) is one of the leading examples.
The Nigerian-born, British-raised artist’s story so far has been a convoluted one. From only taking music seriously because of a grave football injury, to juggling his budding career with his postgraduate academic studies and now looking to seize the opportunity he knows he has with both hands, if there is one thing Jay10 has in spades, it’s substance.
“Pippen” is is both celebratory and reflective, commenting on his refusal to compromise his sound whilst also looking forward to his inevitable future success. The visuals back up this sentiment; speeding through central London in a drop-top BMW, you get the feeling Jay10 knows he’s next up.
It’s worth pointing out the efforts of close collaborator and childhood friend Midas Music, who has an extensive catalogue of production credits, in helping bring this track to life and the result of their bond is a genuinely unique sound.
Take in “Pippen” above!