East London artist Jay Prince makes his highly anticipated return with the release of How Far, with South London rapper Sam Wise. This introspective track, co-produced by Jay and German-Afghan beatmaker AgaJon (Giggs), explores pushing personal boundaries—physically, mentally, and spiritually. Accompanying the single is a cinematic visual, marking Jay’s debut as a director.
Co-directed with his creative collaborator and close friend Filmawi, the How Far video vividly portrays the tension between personal and societal expectations. Drawing on themes of resilience and self-discovery, Jay uses water as a recurring motif to symbolize the pressures of life and the constant ebb and flow of emotional highs and lows.
“When creating the visual concept for How Far, the image of water came to me first,” Jay shared. “It felt like the perfect symbol for the song’s themes, representing the pressures of life and the force of reality with its constant movement. Working with Filmawi helped me bring this vision to life, and I learned so much from the process.”
Born in Newham to Angolan and Congolese parents, Jay’s musical journey began in the church, where he mastered the piano and bass. His teenage years in East London immersed him in the local rap scene, igniting his passion for poetry, lyricism, and beat-making. By blending his soulful melodies with introspective lyrics, Jay carved out a signature sound that continues to resonate deeply with fans.
Jay’s breakout moment came in 2015 with the critically acclaimed mixtape BeFor Our Time. Since then, he has released a string of impactful projects, including Smile Good, Late Summers (featuring Amine, Mahalia, and Shakka), and Cherish (Kojey Radical). His self-produced 2019 mixtape Wonder showcased his versatility, further cementing his reputation as a multifaceted talent.
During his time in LA, Jay collaborated with Tyler, The Creator and GoldLink on U Say and received international recognition from The Fader, Billboard, and Pitchfork. His music has been featured on the NBA and FIFA soundtracks, and he’s performed at Coachella and supported acts like Chance The Rapper.
Beyond his music, Jay remains dedicated to fostering community and supporting the next generation of artists. As the founder of Lounge in Sounds, a record label and creative platform, he provides opportunities for authentic voices in music and culture. Additionally, Jay lectures at LCCM, leading a commercial music degree focused on songwriting, inspiring students with his expertise and passion.
Jay’s storytelling extends to every facet of his artistry—from directing music videos to designing visuals and collaborating with fashion brands. His commitment to creating immersive experiences reflects his belief in pushing boundaries and sparking meaningful connections through his work.
How Far is a testament to Jay’s evolution as an artist and creative visionary. It’s a bold exploration of societal pressures, self-reflection, and resilience, with Jay’s cinematic vision bringing the narrative to life in a compelling way.
As he gears up to release more music, How Far serves as a powerful reintroduction to an artist whose influence spans music, culture, and community.
