3.20.24

Video: Jay Critch – “Loaf“

Jay Critch Has The Time of His Life in Paris, France in the Video for This Ambezza-Produced Highlight from New Album HUMBLE GIANT

Critical Praise:

“Jay Critch is the new New York”– The FADER

“Since last summer, he’s kept his foot on the pedal with a slew of new releases, and those efforts seemingly ramped up even more since the top of the year.” – HotNewHipHop

“Jay Critch is naturally gifted” – Rap Radar

The Video:

A flexer since birth, Jay Critch knows how to make a scene. Taking over Paris in his latest music video, the Clinton Hill native brings Brooklyn to the Boulevard in “Loaf,” his new video. Produced by Ambezza, the multi-Platinum producer known for his work with Drake, “Leaf” employs splashy, filtered synths and gently-knocking percussion to create a smooth and futuristic atmosphere. The rapper who calls himself Hood Fav slices effortlessly through the beat like a hot knife through premium French butter, as he stacks ultra-confident bars about his luxurious playboy lifestyle and insatiable appetite for financial success: “Tell me like what you gon’ do for the check?/Imma tell you I’m doing the most/And my pockets is full of the loaves, you play with the bread and you toast,” spits Jay Critch. In the video, directed by Suave, the Hood Fav takes over the City of Lights, as he prances through Parisian streets and enjoys a five-star meal.

“Loaf” is a highlight track from HUMBLE GIANT, Jay Critch’s new album. A thorough examination of Critch’s colossal stature, HUMBLE GIANT displays a more mature attitude from the 25-year-old firebrand, alternating his signature flex-fests with songs that take a more reflective and melodic direction. Still, there are plenty of tracks on the follow-up to his acclaimed 2023 mixtape Jugg Season in which Critch displays plenty of his old self, indicating that the giant might not be truly humble. Spanning 13 tracks, the tape displays Critch’s mastery of a variety of New York rap styles, from the slinking and skittering “Too Rare,” which harkens back to the ’00s days of Fabolous and Noreaga, to the recently-shared “Kick It,” a Cash Cobain-produced slice of sample drill with a video set at “Critch Fil-A.” With additional production from Tony Seltzer, Laron, B Wolf, and more, HUMBLE GIANT is available everywhere via Talk Money Entertainment / EMPIRE.

Since he burst onto the scene as a teenager with singles like “Ad Libs” and the beloved Hood Favorite mixtape, Jay Critch has been one of New York’s favorite sons. His collaborations with Rich The Kid and Famous Dex on the Rich Forever mixtape series remain the stuff of legend, but he hasn’t stopped switching up his style or releasing new heat for the streets. Last year, Critch shared the acclaimed Jugg Season, featuring guest spots from Max B, Baby Money, and his Rich Forever associate Rich The Kid, earning Critch a write-up at Pitchfork. Critch recently expanded his CV to include modeling, as he modeled for the Kors x Ellesse campaign alongside Emily Ratajkowski in 2022. Earlier this year, Jay showcased his energetic performance style on a recent edition of On The Radar, featuring two new songs from HUMBLE GIANT.

Stay tuned for more announcements from Jay Critch, as he continues to elevate in NYC and beyond.

Watch “Loaf”: https://youtu.be/qd-CYJNytsk

Stream HUMBLE GIANT: https://music.empi.re/HUMBLEGIANT

Watch Jay Critch on On The Radar: https://www.youtube.com/watch?v=MCcCIU1DfsQ

HUMBLE GIANT tracklist:

Lamar Jackson (Prod. by J6)
No Huddle (Prod. by YungGMoney)
Kick It (Prod. by Cash Cobain)
Tooo Rare (Prod. by J6 & JayPluggz)
Parker (Prod. by JayPluggz)
Absent (Prod. by Tony Seltzer)
10PM on Fulton (Prod. by YungGMoney)
Final Boss (Prod. by Taurus)
Loaf (Produced by Ambezza)
Regular Type (Prod. by Laron & Joe Aste)
Check It Out (Prod. by B Wolf)
Never My Loss (Prod. by Taurus)
In The League (Prod. by Ambezza)

Photo credit: Garrett Bruce

Please contact Michelle or Chris for more info.

The Background:

Jay Critch may very well be the answer to New York’s calls for representation in the rap game. As a young kid, Jay Critch was fascinated by his older brother’s music. Listening to his brother rap, Critch began to eventually do the same. Born in 1998 in Clinton Hill, Critch wrote raps at a young age, but wasn’t recording until he was of preteen age. Rappers such as Lil Wayne, Fabolous, and Max B dominated Critch’s listening habits and became major influences in his own music career.