2.23.24

Jay Critch Shares New Video for “Kick It,” Produced by Cash Cobain, From His Upcoming Mixtape HUMBLE GIANT

Now Available For Pre-Order, HUMBLE GIANT Arrives on March 15 via Talk Money Entertainment / EMPIRE

The One-Of-A-Kind NYC Rap Scene Fixture Prepares For A Triumphant 2024, Roaming His City Like Godzilla in the First Video From His Next Project, 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 Announcement:

A towering figure in the Brooklyn rap scene, Jay Critch always stands on business. The Clinton Hill native prepares HUMBLE GIANT, a colossal new mixtape that explores Jay’s larger-than-life stature. Shouldering 13 tracks on his formidable shoulders with no features, HUMBLE GIANT is a testament to Jay Critch’s influence on the New York scene since he emerged in 2018 as a teenager. Still only 25, the rapper who calls himself the Hood Favorite still has plenty of fire, but the fire is tempered by maturity, displayed in certain songs that take a more reflective and melodic direction. Still, there are plenty of flex-fests that indicate the giant might not be so humble, including the recently released single “Too Rare,” which featured a video in which Critch towered over his home borough like Godzilla. Featuring production from NYC heavy-hitters like Cash Cobain and Tony Seltzer, plus internet rap legend MexikoDro, and frequent collaborators like Yung G Mny, HUMBLE GIANT arrives on March 15th via Talk Money Entertainment / EMPIRE and is now available for pre-order.

Along with the official announcement of HUMBLE GIANT, Critch shares the brand new video for “Kick It.” Skating atop a beat from Cash Cobain (not from YouTube), Critch works a double-time flow over hyperactive hi-hats, counting up his cash and running through his rolodex of sneaky links: “Got a rich b*tch, she be splurgin’/Got a nurse, and I got a surgeon/I got a lawyer girl, she a nerd,” exclaims Critch. In the video, directed by WHIPALO, Critch stars as the proprietor of Critch Fil-A, a popular chicken shop, as he serves customers his own happy meals, drives the boat with beautiful employees behind the counter, and handles unruly customers like only he can. Critch previewed “Kick It” earlier this week on an energetic performance with On The Radar, where he also previewed another song from HUMBLE GIANT.

The upcoming HUMBLE GIANT follows up his acclaimed 2023 effort, Jugg Season. Incorporating sounds from the Five Boroughs and beyond, the 19-track project bounces from the Shiny Suit Era to the SoundCloud explosion to the heyday of the Coke Boys, with Critch serving as a versatile and charismatic navigator. The project featured production from all over the rap map, and boasted guest spots from Max B, Baby Money, and his Rich Forever associate Rich The Kid, and earned Critch a write-up at Pitchfork.

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. His 23-track 2021 effort Critch Tape found the artist expanding his sound to absorb drill and other prevailing street styles. The tape featured collaborations with fellow New Yorkers Fivio Foreign and Lil Tjay, as well as influential figures Skillibeng and Drakeo The Ruler. Critch recently expanded his CV to include modeling, as he modeled for the Kors x Ellesse campaign alongside Emily Ratajkowski in 2022.

Stay tuned for more announcements about HUMBLE GIANT, coming next month.

Stream “Kick It” (Prod. by Cash Cobain): https://music.empi.re/kickit

Watch “Kick It” (Prod. by Cash Cobain): https://www.youtube.com/watch?v=Eu0x8pZTaK0

Pre-save HUMBLE GIANT: https://music.empi.re/HUMBLEGIANT

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

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.