Boy Better Know co-founder and legendary London MC JME followed his latest studio album, Grime MC, last week with the project’s first visual offering for “96 of My Life,” now returning once more to give album highlight “Issmad” the music video treatment.
On the Lewi B-produced track, JME excels at lyrically-detailing why he’s never considered locking into a traditional record deal, diving into his own perspective about how the music industry has changed since he started his career. Comedically ripping shots at those who downplay him, the Tottenham rapper flexes his penchant for comedic-yet-brawling bars, rapping in his archetypal “ABCs” flow. As he showcases front and center in the music video, the second to last syllable within each bar utilizes 1234 and ABCD, whereby JME can be seen in a grime-friendly warehouse as he visualizes his poetics with various props.
Watch the visual for “Issmad” above.
For more new music, watch Smino’s music video for “Reverend.”
— Jme (@JmeBBK) April 6, 2020