After sharing his latest single "Enemies" last month, UK rapper Jords returned with its colorful visuals on Tuesday, premiering here on The FADER. Featuring fellow UK MC kadiata and singer Masego, the Edem Wornoo-directed clip plays like a toast to Black excellence, finding the artists enjoying the fruits of their labor despite the odds stacked against them. With bouncy, Funky House-inspired production offering the perfect backdrop for Jords and kadiata's commanding flows and Masego's smooth delivery, the track, and its video, proved cathartic for Jords.
"The inspiration [behind the video] was excellence. After such a traumatic year, I think it’s important to show strength and joy," Jords told FADER via email. "Everyone says that they are trying to be great, let’s celebrate and show the world how great we already are. I’m here to uplift and build my community. Anything standing in the way of that is my enemy."
Set to appear on his still-unnamed upcoming album, Jords says the single will fit right into the project's multi-genre approach. "This next album is all about exploring my Blackness through rhythm and exploring the feeling of nostalgia," he explained. "Funky House, Reggae, Bashment, Garage & Grime were the soundtrack to my teenage years, and that is what we explored on the next album."
After sharing his album Almost An Adult, and its accompanying short film, near the start of 2020, Jords sees this next project as a way to show off his continued artistic growth. " Almost An Adult, to me, was me becoming “The Man”. The next album feels like me standing tall, front and center, and being "The Man," he explained. "It’s not about what’s happening next anymore, it’s about what I am now, and opening the door for other people to do the same."
Watch "Enemies" above.