“RUN IT DOWN” by Jay Prince

From Jay Prince, one of the UK’s boldest rap talents, comes the powerful new music video for “RUN IT DOWN”. The track, which features on his latest EP “WONDER”, is a downbeat, meditative piece in which Jay reflects on his life and career so far.

The accompanying music video is six minutes of vivid cinematic shots of LA, following Jay through his days, from the hills of the city to the studio. The hazy, monochromatic shots of Jay as he raps against the sunset hues of the city skyline is moving in its simplicity. The aesthetic drives home the track’s lyrics which reflect Jay’s down to earth hustle, and his appreciation for the craft of his music.

The video is nothing short of breath-taking, reminiscent of the Grammy-winning moonlight, which is unsurprising since the video was created in tandem with Rohan Blair Mangat, Ricky Gausis and Christopher Ripley. Collectively they have worked on videos with the likes of Jay-Z, Childish Gambino and Kendrick Lamar. The setting in LA echoes Prince’s status as one of the biggest British names making waves in America, from his humble start playing the band in his East London church to the face of Reebok’s latest campaign. Having just finished a successful 11-city European tour, the “RUN IT DOWN” video rings true that Prince’s reach is ever-expanding.

While Jay’s rise to fame has never been more apparent, he explained that making the track and video was about going back to his roots and finding the core of the artist he is becoming. From what we can see, he’s more than on the right track.

Get into the exclusive release of the vibrant “RUN IT DOWN” video below.