On the heals of releasing “Hopscotch”, his recent single featuring Toronto rapper Lil Berete, Ottawa-based hip-hop and R&B artist JAIoftheRise recently dropped his latest single and video for “AMIRI”.
Produced by Chris Rich, the single depicts the adaption needed for survival. With his gritty drill sound, and dark production elements, this track illustrates the need to persevere throughout all adversities. Both the message and sound were inspired by the late Pop Smoke who he opened for earlier this year in Waterbury, Connecticut.
“I wrote this song thinking about what he told me in our brief convo. ‘Never let any adversity stop you from achieving your dreams'”, JAIoftheRise explains.
The music video was shot by BNWAmissi and edited by Unreel Studios, the video production duo who have worked on a lot of notable Toronto artists from Killy and Pressa to the late Houdini.