Jay Critch may very well be the answer to New York’s calls for representation in the rap game. Critch started writing raps at a young age and the authenticity noted in his music, “real lyrics” and “actual bars”. Critch was already well known in his native Brooklyn with his musical ready blasting in the neighborhood and on Hot 97, but things didn’t spread beyond the borough until he was signed to Rich Forever Music. The rapper pays tribute to the sound of New York, but injects into it his own personality paving the way for a New York rap scene that is unique, refreshingly contemporary, and a larger force to be reckoned with. The sophisticated style of his flows and the wisdom he shares in his freestyles are also due in part to a strong work ethic and hustling mentality—lifestyle qualities he shares with Rich and reasoning for why the two collaborate often and successfully with tracks such as “Fashion” and “Did It Again”, racking up millions of views. Since signing with Next Management, he became the face of Michael Kors x Ellesse campaign. While not entirely a master, yet, that is, of directorial work, the young rapper is known to codirect most of his own music videos and visuals. Critch is committed to developing this practice further and clearly has a fresh approach and understanding to it, as he explains it as visually communicating the mood of his tracks. With plans to direct creative projects outside of his own music, the rapper is confident in other artistic endeavors and indicates that there is no limit for Jay Critch.
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