In the years that have followed his 2020 Almost An Adult mixtape, south-east London rapper Jords, Motown Records UK first UK rapper signee, has not only harnessed the themes of diaspora and his translation of the Black British experience, but he’s employed these to explore his wants, needs and morals unapologetically.
As the world shifted month by month due to the pandemic, Jords released modern protest anthem Black & Ready inspired by the resurgence of the Black Lives Matter movement in June 2020..Backed by prolific heavyweights like Apple’s Ebro Darden and wider platforms including BBC 1Xtra and NME, Jords sees this same spirit as emblematic of his Jamaican roots.
As a co-founder of initiatives such as Pickni Uniforms, giving free school uniforms to children from low-income families, and launching alongside his childhood friend Jamahl Rowl a podcast series ‘Almost A Conversation’, naturally, Jords is becoming a socially cognisant artist in his own right, aligned with political leanings whether he’s always explicitly conscious of that or not.
Still wholly embracing of not only London, but Croydon — he’s the self-proclaimed prince of the region — Jords is quick to circle back into his home-city, building on remnants of past projects.
Dirt In The Diamond has seen several phases in its meticulous construction such as coming of age and a constant growth over the years. Jords’ debut album saw its final metamorphosis across quarter one of 2022, alongside the guidance of prolific producer, drummer and MD Joshua McKenzie (MckNasty).
As the first UK rap album to be released on Motown Records, Dirt In The Diamond is the convincing tale of Jords himself. Amidst the tumultuous climate socio-politically across Britain, and intrinsically relating to Jords fortifying his emotions, the alchemy here begins to brew for audiences. Jords has embraced the lessons of early adulthood — reckoning with responsibility and in his lineage and the triumphs and losses in that — emerging as both an urgent artist and man capable of stepping into the glory. “I just want this album to touch people,” he shares. “I want them to understand who I am and why I’m here.”
His ability to captivate an audience with his impressive wordplay has seen Jords collaborate with many acclaimed artists including Masego, Kadiata and Kida Kudz, both as performer and producer, steadily building a portfolio of compelling music with a deeper message. He’s gained support from Annie Mac, DJ Target, Mistajam, Dotty, as well as receiving widespread praise from: The Observer, The Fader, The Independent, NME (with a brilliant live session), CLASH, Culted Magazine, Complex UK, Dummy Mag, New Wave, Nation of Billions, TRENCH, GRM Daily, Link Up, Mixtape Madness, GUAP, Soho House , Gigwise and many more.