Today, Jeshi releases rave inspired banger “3210” and announced his highly anticipated and long-awaited debut album Universal Credit out on 27th May. The upcoming project will feature numerous appearances from Little Simz collaborator Obongjayar and Pitchfork-approved Fredwave.
A champion for the disenfranchised and self-destructive, Jeshi takes the viewer on a day-in-the-life walking tour of his neighbourhood with paths of printed out photos taking the lead and showing the viewer videos in a flip-book style. Known for his video concepts, yet again Jeshi steps up a level again and creates this arresting and almost blindingly fast visual, brought to life by acclaimed director Will Dohrn (IDLES). Upbeat yet introspective “3210” is produced by fellow Londoner Cadenza (BEAM, Burna Boy, Jorja Smith).
On this new offering, Jeshi brings his signature brand of candour and searing lyricism. Written and recorded during the global pandemic, Jeshi was struck by the way in which millions of people in the U.K. received government furlough when luck transpired against them and working was no longer viable. How, he wondered, was this significantly different to those who receive benefits from the same government and yet are held up as “scroungers” by others? “People are often in a situation where they’re a couple of decisions away from tricky situations that are no fault of their own,” he says. “Life is difficult for everyone. It’s the pick of the draw.”
By focusing on the immediate world around him, including his own memories of being broke and unlucky, or simply trying to make sense of an unforgiving world, Jeshi has been able to make a wider statement. “I didn’t want it to be me saying ‘Look at the state of the country,” he argues. “There’s no political messaging on there. I just wanted to take the phrase Universal Credit and make it empowering. Putting some pride into words that often have been weaponised against people.”
“In a less monetary and literal sense, I’d like to draw attention to the word ‘credit’. The idea is that we all deserve credit for getting through whatever shit we have going on in our lives. This isn’t some sob story. There are loads of people who have been and are going through the same things as me. I want this album to feel like a release of these stresses and a celebration of getting through it regardless. As ‘two mums’, the most personal song on the record says ‘won’t see me moan about the cards in my hand. If Universal Credit is what our government gives those of us going through a rough time- here’s my flip on that. This is Universal Credit from me to you.”
Director Will Dohrn elaborates on the idea behind the video: “Life as a zoopraxiscope. The zoopraxiscope was invented by Eadweard Muybridge in the late 1800s. He realized that spinning a series of photographs or illustrations in front of the eye at a certain speed would animate the images, inventing the first-ever motion picture or video as we now describe it. In the film we unravel the zoopraxiscope into a seemingly never-ending line of photographs that portray recollections from Jeshi’s past, guiding his path through familiar or significant places in his life.”
The new single lands after his return to live shows, which saw Jeshi perform at Corsica Studios for his sold-out London headline + performances in Brighton & Bristol. Having received a coveted nomination late last year for his visual for “Look Like Trouble” in the best hip-hop/rap/grime video in the newcomer category at the UK Music Video Awards, Jeshi’s inimitable talent never fails to shine. This new track follows on from the gritty “Another Cigarette”, introspective “Generation”, the relentless “Hit By A Train” & the sensational “Sick”, an anthem for the self-destructive.