Jay Prince is back with a travel vlog. The Revered East London artist returns with “How Far,” a self-reflective new single featuring South London’s Sam Wise. Co-produced alongside German-Afghan beatmaker AgaJon (Giggs), “How Far” slays as a powerful meditation on pushing personal limits physically, mentally, and spiritually.
“How Far” comes with a striking visual to accompany it, marking Jay’s directorial debut. The video, co-directed with longtime collaborator Filmawi, beautifully intertwines messages of perseverance and anticipation around the powerful water motif. “Water was the first to come to me,” says Jay. “I thought it was the perfect symbol for the pressures of life, things that are moving, not predictable, but things that are molding us. The cinematic short stands to expand on what the track hopes to say, where struggles and growth mix and mingle.
Jay was born in Newham to Angolan and Congolese parents and grew up in church, learning piano and bass. Growing up in East London, he was surrounded by rap music and developed a desire to tell stories. Since his breakout, BeFor Our Time (2015), Jay has forged his path further, working with Tyler, The Creator, GoldLink, Aminé, and Kojey Radical. His music has found global audiences through NBA and FIFA soundtracks, Coachella performances, and critical acclaim from The Fader, Billboard, and Pitchfork.