Artist Spotlight: JBee

UK Rap has never has never held so much commercial weight. When pondering why, there are several unavoidable factors to consider. Whether for better or worse, gang culture and road lifestyle have become fashionable trends, something that will always have its just and unjust criticism. The social media age and its army of loyal followers, desperate to be some part of the latest popular movement, have adopted Drill and Rap culture, romanticising, attenuating and trivialising it. Alas, it’s mainstream, global. 

One artist reaping the burgeoning seeds of online success is the slick tender talent JBee. A founding father (odd thing to say about a 20 year old but that’s the world we live in) of the Sample TikTok-centric Drill phenomenon that has engulfed the ears of young listeners, JBee is a suave spitter, charming and characterful, somewhat of a golden boy. No inkling of tyranny trickles through his young rapper’s narratives or persona; a striking difference to the fierce, arrogant and often borderline disturbing fundamental drillers.  

Following his breakout ’21 hit 4am, a series of singles since have taken JBee from bustling newcomer to an industry heavyweight, refining a sound brimming with energy and vibrance. His latest, 24’s, continues to establish his mainstream allure and musical pedigree, illustrating his grafter attitude and elite mentality. 

I sat down with JBee to discuss the impact of TikTok on musical marketing and consumption, keeping humble, and his magnetic new single. 

Who and what influences you?

Seeing other artists do well, especially in my lane of music. People like Central Cee, Dave. My family as well, being able to provide for them and the being proud of me. 

How did you first get into music? 

I always wanted to be in entertainment. When I got to secondary school I just to freestyle in the playground and my friends urged me to take it seriously, so I started doing them on instagram and that’s when it kicked off. 

How did you develop your sound into what it is now? 

Just being in my bedroom all the time and listening to Youtube beats and refining myself. 

You blew up with 4am, what do you think it was about that song that had that impact? 

It was something fresh, something that people hadn’t heard before, and I think that’s why a lot of people relate to it and gravitate towards it. 

Was it a conscious decision to focus the marketing of the song towards social media and specially TikTok? 

It was the smartest decision to make because TikTok was the reason that the freestyle blew up as much as it did, so it only made sense to market it mainly around TikTok. Now, I’ve got bigger socials over all so I can push more across instagram etc too. 

How did you first build a social following?

I was doing freestyles for a long time. I had a few viral moments even before TikTok came about. When TikTok came, I posted some old freestyles on there and they started popping again, and then I did 4AM and it took off.

Some people question the authenticity of musically making a name for yourself on social media. What would you say to the skeptics?

I don’t think you can knock it, especially because the artists that were here before us, the older generation, are now trying to use TikTok themselves. I don’t get what the problem is. TikTok exists, I don’t get why I wouldn’t use it. I don’t think you can say that my come up is inauthentic - I use an app that I’m supposed to use. It just makes it easier for everyone. 

What would your advice to the next generation of artists trying to follow in your footsteps be? 

Be authentic, keep grinding, and don’t try and watch what other people are doing. Just because something is working for someone else, it doesn’t mean that it’s going to work for you. Just be yourself and show your character, don’t try and be someone you’re not. 

How would you define your sound? 

I think it’s quite raw. Most of my songs are pain felt, relatable to what people will have gone through. 

If you had to label yourself generically? 

Lo-fi Drill makes sense. Lo-fi Rap maybe. 

It feels like you’ve taken the best parts of the sampling wave that has immersed UK rap right now and made it into something credible that stands up against other UK music. How did you build your sound into something that wasn’t cliched or tacky? 

I think it was just me finding my sound, sitting in my room and experimenting to find out what works for me. I never liked the idea of making a song and using the whole sample in the way that some do. People are bound to find problems with it. I’d rather do something that people wouldn’t complain about whilst also making a moment that lasts that people want to keep listening to. 

Do you ever feel districted with experimenting now that you have blown up with that specific sound? 

It’s always safe to stick to the sound that works for you, but eventually I want to branch out to other sounds. It makes sense to eventually switch it up. I wouldn’t say I’m worried about it. 

For your tender age, your head seems so screwed on. How do you maintain that humbleness?

You’ve gotta remember that there was a time that you never had it. Just because certain times have changed doesn’t mean you’ve made it. I’ve got family members around me that have my best intentions - my mum is my manager - and will always keep me grounded. There’s no reason for me to be cocky, I could lose it in a second. 

Lyrically, your message is positive and there is a sincerity in your emotion. Was that difficult to put that out in the world, is there any vulnerability?

Yeah definitely. Before I didn’t want to make music like that because I thought people would talk and say I’m soft, but I think this new era of music allows you to be more vulnerable and to express your emotions. I try to forget what anyone could have to say about it, and my fans like that because they can relate.

24’s is a sick tune! Talk me through the process?

The aim of the song is to motivate people, and to show people that I’m here to stay, that I’m not going anywhere. 

What do you want listener’s to take away from the track? 

Just to keep going. We all take L’s and get knocked down but we gotta get back up and keep moving. 

If you were introducing yourself to a new listener, what track would you play them?

I’d probably play them either the Next Up or 24’s. 

What’s to come from you? 

Short term, I’m going to keep pushing, keep expanding my audience past the UK, build my fan base. There’s an EP coming later this year or earlier next. Long term, I want to explore my sound, make connections with other artists, and keep growing.