Rap Game Chose Jordy đ
Words: Yemi Abiade
Photography: Misha Meghna
The day you release your new project can drum up a wave of emotions. That feeling of letting go of something that was yours for so long, constructed with love and intention, now shared with the world for critiques and opinions to swarm. Second guessing may kick inââWill they like it? Did I do a good enough job?ââbut this is often part and parcel of letting go and embracing what comes next.
Jordy, so often the calmest person in the room, clutches onto a range of emotions as we settle in a nondescript memberâs club in East London. Itâs the morning of the release of his new project, SNM, his sixth in just under three years, yet new drop days can humble most. âIâm confident for the most part, but I donât think anxiety discriminatesâeveryone should feel it,â he shares, carefully opening a bottle of ginger press juice. âI think I deal with it pretty well, especially as someone whose job it is to leave myself open to criticism. You never know what you can open your phone to, on any morning.â
To the untrained eye, Jordyâs ascent may seem quiet, but only if youâve not been paying attention. At this point, the Tottenham-born, Essex-based artistâactive for nearly a decadeâis approaching âyour favourite rapper's favourite rapperâ status in the UK, having been on tracks with legends such as Wretch 32, Jme and Ghetts, exuding poise with tight penmanship, addictive punchlines and absorbing storytelling. He expands on this world throughout his own catalogue, laced with brooding, minimalist, sometimes grime-leaning production often by cousins Elt Cheekz, Jojo Mukeza and Daniel Miles, with whom he founded the Flat 10 record label. His music is a peek through the curtain of his life, sometimes leaning towards uncomfortable listening, almost like we shouldnât be hearing it.
Jordy is candid about committing crime (âTour Moneyâ), sleeping on floors (âWhy Do I Bother?â) and his sisterâs sickle cell anaemia condition (âTax Timeâ). But therein lies his powers: the ability to be candid about himself while reciting his life, growing stronger at every turn. And then there are the bangers like âWonderkidâ, âEnemiesâ and âA13â, exercises in just how busy he gets on the microphone. Speaking of busy, Jordy, along with some other notable faces, front Filthy Fellas, the football podcast that has had everyone from Rio Ferdinand to Micah Richards through their doors.
As we speak, it becomes clear that we couldâve met several lifetimes ago. Had I checked my inboxes over the years, I may have seen music sent by a precocious young MC starting out who wanted the world to hear him. Heâs grateful I didnât, because his present reflects a truer to life, intentional artistic being. Itâs what you see on soulful projects like Prophets In Their Own Townâgloomy and reflective Jordyâor The Love Ting, an ode to love and romance. Rooted in advancing the fortunes of his family and those around him, more so than any material wealth rap can generate, Jordy has his head screwed on. âIâm actually glad Iâm coming up at this age,â he says. âIf I had started as early as I wanted to start, I wouldâve been a mess, because fame and accolades wouldâve been what I was chasing. All I really care about is my little community of people fighting for and supporting me. Thatâs an accolade for me.â
Read on as we hear from Jordy about creativity, music industry woes, and why community matters.
âGetting cussed is a great character builder. I think we should do it more.â
Yemi Abiade: Itâs crazy to think that you have a career mainly because you got dissed by a kid in school.
Jordy: Exactly! Getting cussed is a great character builder. I think we should do it more. I come from a family thatâs cussed each other out for years, so thereâs nothing you can tell me [laughs].
Your new project is called SNM, following projects like KMT and SMH. What significance do you place on those titles?
I know Iâve told the mandem something really cool before, but I donât know why Iâve called them that. I just know that I use those terms a lot. Iâm moody and miserable, but I think those terms also come from my hunger. SMH [shake my head] is like frustration, KMT [kiss my teeth] is pent up frustration and you know when someone says SNM [say no more], you have to watch out for them. Thatâs what Iâm trying to say with the project: just watch out for me.
In what ways is SNM a step up from your previous work?
I think the way I rap changes with every project. I always tinker with it. Itâs like Pep Guardiola: every year he does something weird, tactically, and you think, âWhy did he do that?â And then he wins the Premier League and itâs calm. When I started rapping, I used a lot more similes. Now, itâs a bit more direct. Forget this whole âleft back like Evraâ type stuff. Iâm going to tell you that my boy found a tag on his car. That, and the story of what Iâm going through, goes harder than any kind of simile.
Well, you have used a lot of those football-inspired lines in your music. What do you think has inspired this change to being more direct?
Growth, mainly. As I got older, what I wanted to hear from rappers is what theyâre going through and who they are. I donât wanna know what car you have that you donât really have because you rented it. Or your chains. Tell me about how you go from A to B. I want to know who I'm listening to. So, I think if I want to hear that, itâs my responsibility to also give that and I think going forward, youâre going to get a lot more of it.
I read that you take inspiration from everyone from Skepta to James Blake. Were there any artists you referred to while making SNM?
Marnz Malone and Cleo Sol. What I get from them is just music. No big spectacle. Marnz just puts his pain on record; itâs just good music when it drops. I donât need to take inspiration from sonicsâI take inspiration from methods. I see how people move and that helps light a fire in me.
Youâve been very prolific over the last couple of years, releasing at least two EPs a year for the last three years. What inspired this creative spark?
Hunger. And the fact that I can! I think many people can and just donât, but I can, so why not? Weâre also in a fast-paced business where people want stuff in an instantâthatâs why Iâve only dropped EPsâbut I think Iâm going to allow myself the time to build an album. Iâm probably going to go away after this one, and not be as prolific as maybe people might like. But thatâs because I wanna build something that is top-notch.
Do you have a lot of unreleased songs in the vault?
I get rid. I havenât got a song thatâs not out there. I know so many talented people who have about 70 songs on their hard drive, and I don't want to be that person. Iâm pretty clinical.
How do you think your life up to this point has prepared you for the career you now have?
My cousins cussing me definitely gave me thick skin. I was born in Harlesden, raised in Tottenham for a while, then moved to Essexâthree completely different worldsâso I can adjust to any kind of culture. I thought we had all the cultures in London until I moved to Essex and found a whole different kind of people. All of that has given me the tools to walk into any room and talk to anyone, to be more patient and understanding. And here I am!
You mentioned that you can be moody sometimes. Do you ever have to psych yourself up when youâre about to record music, perform live or even record with Filthy Fellas?
No, because most of my jobs are with my friends. Iâm lucky in that I donât have to flick a switch. Filthy Fellas are my boys; we go record, and itâs fun. Music is the same, performing live is the same, because people are singing back to me. I guess Iâm just moody at home. Maybe Iâm just left tired because Iâve been on all day.
âIââm learning more and more as I get older that community is important. And it sets the precedent. Iâm just trying to take care of my youngers so they can have a better foundation for when theyâre older.â
There was quite a long period in your life where you didnât rap at all and picked it back up. What was your motivation for wanting to rap again?
Thereâs a great feeling that comes from being told youâre good at rapping and releasing music and getting love. But, truthfully, if I didnât rap, I wouldnât be doing good stuff. And Iâm a bad criminal as well [laughs]. I dropped out of college and, for a time, I was rapping but I wasnât getting money. I worked at Debenhams and worked my way up. I only started rapping full-time last year; I felt like I had to take the plunge. Working was a little safety net but if you jump into water, your body will fight to float. I needed to take that risk and see what happens. Now I want to do more. Iâve never recorded music outside of London, so I want those experiences. I now have the choice to try and find new things.
What are some of the rules that you live by that dictate your musical journey?
I try not to compromise. Only with the people I trust. I try not to pander to the music industry and its rigid rules. I have to be authentically me! Like, with the industry, there are so many rules that shouldnât be rules and people abide by it, for some reason. I donât know why everyone drops on Fridays or puts things on TikTok. Actually, I do know why: the industry has put itself in a place where your fate is decided by an algorithm, and I donât think thatâs right. We need to start again in a lot of ways. I think we need to bring back physicals. We need to experience music better... Iâm just trying to find a way to build my fanbase so I donât need the industry stuff. The music industry, for an artist like me, has got to a place where creating the music is the best part but releasing it is the worst part. But Iâm trying to make it easier.
You had your little brother in your new video for âWonderkidâ and you work frequently with your cousin, Elt Cheekz. Describe the feeling of bringing your family into your music.
Honestly, itâs a great feeling when I take a step back, but itâs second nature to me. Theyâve always been around me; itâs not a model we came up with. Elt Cheekz made beats before he started rappingâmy older cousins produced but got fed up with having reference tracks everywhere with no real base, so they wanted to nurture talent like me and Cheeky. Before you know it, we have a label, Flat 10, named after the house where it all started. And thatâs where we are today.
Youâll make a project minimal and hard-hitting like SNM and drop something highly conceptual like The Love Ting. What kind of freedom comes with being able to tap into different parts of your creativity?
It all starts with an idea. How I feel and the type of thing I want to do. For me anyway, projects should have new themes and concepts each time. Kendrick Lamar is the best example; everything is different the next time he drops. I think thatâs how it should be. Try something new, scare yourself, give the fans a shock. Some people didnât like The Love Ting and some people think itâs my best work. I like starting conversations; I donât wanna drop the same thing twice.
You represented the UK at the BET Hip-Hop Awards cypher last year. What did that mean to you?
Itâs a milestone because you watched that stuff growing up. I remember when I got there, they tried to say I only had time for eight bars, but I had written about a minuteâs worth of bars. They tried to negotiate, and I was just like, âNo!â [Laughs]. They were rattled but we got there in the end. Everywhere I put myself, I want to put my best foot forward. I want to show you that I take this art form very seriously. I have to represent myself first, and thatâs what you saw.
What are some of the more satisfying responses to your music that youâve had so far?
Daniel Kaluuya has messaged me to show love. The American Russ has posted some of my songs. I went on tour with Pusha Tâvery friendly guy. A lot of watches. Being able to work with Wretch 32 and him wanting to work with me has been humbling. Being on Ghettsâ album, Ghetto Gospel: The New Testament⊠Just being able to work with people like Ghetts, Wretch and Jme, who Iâve always respected, is a big deal for me. Iâm really scratching off my list at this point.
What kind of importance do you place on the idea of community?
Iâm learning more and more as I get older that community is important. And it sets the precedent. Iâm just trying to take care of my youngers so they can have a better foundation for when theyâre older. Thatâs an award for me. I want my little brother to be nice when heâs older, to be able to pick whatever he wants to do. For a long time, the scene only gave you one view of rap and how it should look and how you should come up. But nah, man: do what you want! Just as long as youâre getting your coin, youâre getting it with integrity, and youâre taking care of yours.
What do you think making music has taught you about yourself as a person?
Iâm learning new things every day. I think I came into rap wanting to be the biggest thing smoking, but now Iâm rapping with freedom. You canât really tell me what to do. I have an authority complex; Iâm just someone that needs space. But I also know I have ideologies that probably wonât stay with me and some that will. Thatâs the beauty of my job: Iâm open to change and allowed to. I just have to express it and package it well for you lot.