Overview

London rapper and producer Jords' 2019 project Almost An Adult (AAA) had a groundbreaking rollout. In order to capture the essence of the tape, our team decided to take risks and deviate from the traditional label debut formula. Instead of releasing a few singles with accompanying music videos, we chose to combine the most impactful singles into a maxi-release along with a 7+ minute short film. This innovative approach allowed us to truly capture the diverse range of vibes and emotions from the project.

To create an unforgettable visual experience, we allocated the majority of the video budget to a single trip. The production team traveled to Jamaica — a place of sentimental value to Jords' as his family hailed from the island — alongside the talented directors Curtis Essel and Christina Nwabugo. In January, the film was shot on location, resulting in a stunning visual representation for the song "So It Go" featuring Kida Kudz, as well as a surprise short film for the entire AAA project.

Overall, the rollout for Jords' AAA project was a testament to the power of collaboration, strategic thinking, and flawless execution. The team's willingness to take risks and think outside the box allowed us to create a unique and captivating experience for fans.

Of the film, Jords said:

“If I make something it has to mean something. This film is the truest representation of me as an artist and as a man. This represents the journey that I had to take on the way to becoming a man. Creating this body of work, has been one of the most challenging, yet most rewarding things I have ever done.”

The project rollout eventually culminated in a widely celebrated release that included coverage in Complex, NME and Dummy Mag, and a live rendition on the popular series Colors.

Role: Digital Strategist (Content + Rollout)
Client: EMI Records (UMG UK)
Agency: Freelance