We're going to cut to the chase—JessB is the moment. Through evolving sounds, styles and inspirations, JessB has blessed playlists worldwide for years; from before the launch of her debut EP 'Bloom' in 2018 through to featuring on the chart-topping remix of Saweetie’s track Best Friend alongside Doja Cat and OKENYO.
To celebrate the drop of her latest single 'Can't Fake It', we were lucky enough to catch up with the local rapper over a can of the new V Refresh. Here, she shares her inspirations, how she keeps her style fresh, the importance of gratitude, and why the unexpected moments of her career have been the best.
Where did your journey in music begin?
My journey in music began in high school. I started hanging out with some boys who used to freestyle at parties, which was my first introduction to rapping, so I started joining in, and they gassed me enough to make me believe it was good. It spiralled from there—it was my first introduction to rapping around people. I went to upload my stuff to SoundCloud, where a local producer, P—Money, found my work and mentored me up until my first release.
What's your earliest memory of music? Was there a moment you knew, yep, that's what I want to do?
My earliest memory would be my parents playing music in the car—singing along to their CDs in the backseat. There wasn't a specific moment where I realised music was the path for me, but there's definitely been an overarching feeling of alignment. The opportunities to push forward presented themselves to me through music. Whereas other career paths I've had in the past, no matter how hard I tried, I wasn't moving forward. In the music realm, I've felt my hard work always pays off in one way or another—I've always felt it's the right place to be.
Who or what inspires your work and creative direction?
I am hugely inspired by the people around me and the creatives I've been lucky enough to meet, most of whom I wouldn't have had the chance to if it wasn't for music.
Self-expression is also key. Art is an amazing way to show the world who you are. Whether it's personality or fashion, it doesn't have to be the deepest parts of yourself, but the idea that you can share what you choose through music, and all the things around it—photoshoots and videos keeps things exciting.
A huge part of my writing process is my life experiences and what I go through. Whatever's front of my mind when I head into the studio is what I'll write about that day—it's like free therapy.
How do you keep things fresh when it comes to your style?
I like to engage with many different creative outlets and art forms, not just music. I love being able to attend my friends' exhibitions or the launch of their brand. For my style, all the other things around me inspire me. I love clothes and am always tapped into that world of Instagram and Pinterest—again it all ties into the idea of self-expression. Style is an extension of who you are.
Every year I get older, I get closer to feeling like me—my style and music are starting to hone in, which is cool. It's about the whole picture—if you have a song about a certain mood, the styling and imagery that goes along with that has a huge part to play and is a really important part of the process.
When I'm making a song, there's an entire vision in there—the music video, colours and imagery. I love seeing the extension of it come to life.
Can you give us a quick wrap of the overarching concept behind your latest single?
My latest single 'Can't Fake It' I made at a studio in Amsterdam. My best friend, DJ extraordinaire Half Queen, was with me. We were having loose chats around authenticity, not being fake and creating your brand and style. The producer played the beat; I liked it and then started writing all really quickly so I didn't deeply think about a concept but those conversations in the room came through.
The song is an up-tempo house banger, so you don't want to be hearing lyrics that are too deep— it was more about the feeling and lines that catch attention. It's a fun song.
Can you give us a snapshot of what a typical day looks like for you?
The beauty of being a musician is no day is the same. My ideal day when I'm at home is getting up and going to the gym before coming to the studio via the bakery for a filled roll and V Refresh to get the creative juices flowing. I'll lock in and just work, hopefully coming out with a couple of demos.
Can you walk us through your creative process?
I have a very different creative process depending on what I'm doing/ making! I don't like to force my creativity, though and want to get into a bit of a flow state where things move without too much internal judgement.
When I'm in the studio, I'll crack open a V Refresh, go through the beats I've been sent, figure out the vibe I want to create and pick an instrumental based on that. I've learnt to record and mix my vocals now—it was my Covid upskill—which has really helped me take control of my creative process. Anything I was shy about singing in front of someone, I can do myself. I can't wait to put that stuff out—people are going to be like, 'what the hell'.
If I'm rapping, I'll often play the beat and write until I have a verse or a hook, and then I'll record.
What has been your biggest career 'pinch me' moment so far?
In terms of pinch-me moments, there have obviously been big moments—whether it's headlining a stage where I've said to myself, 'wow this is crazy'. When I get to connect with people that I wouldn't have otherwise met, or when playing an international gig with my best friend, Half Queen, like damn, we really got out of our country with this music thing.
Those moments are what I live for. You can't plan that stuff. You can set goals, but the less expected parts of the journey are always the best—the people you meet, the random spaces you end up in and the money-can't-buy experiences.
You're often playing a slew of epic gigs, what's your secret when bringing them to life? What's your secret to getting gig-ready?
If you ask my team, they'd say I don't have any processes before I play. Coming from a sporting background and enjoying a team environment, I really value having a team. I want to ensure everyone I'm travelling with is having a good time, from my dancers to my drummer to DJ Half Queen. Even if we're playing a show to ten people and it's ridiculous, I want to ensure the experience is fun.
Our set is only 45 minutes, but we're together all day on the road, and when the team's in good spirits, everything falls into place. We all have our talents and skills, but at the end of the day, they're there for me, helping my show be better, so I make sure they feel loved and cherished like my children (laughs).
Any dream collaborators you'd love to team up with?
I have so many dream collaborators. The most obvious ones I've said many times are Kehlani and Missy Elliot. There are also so many producers I'd like to work with—KAYTRANADA would be sick. I have a list of over 1000 I could give you.
What's next for you? Anything exciting in the works?
Next year, god willing, I'll be putting out my debut album—I'm extremely excited, nervous and highly strung about it. Covid put a huge spanner in the works to finish it, but I'm just about there, so that's what 2023 looks like. I'm also heading to SXSW in Texas in March, which is exciting, and hopefully, a tour in Europe for summer—I'm chasing the sun.
Any advice for those looking to carve out a similar path in the industry?
The more I feel aligned with myself and the more I share through my music and brand on social media, the more people seem to genuinely connect with what I'm doing. It's all a journey; it's scary to put yourself out there and be your authentic self for people to see and judge, but there are more people who love you for who you are than those who will hate you—it's important to remember that. There are always haters, but that's the life we choose.
Any final thoughts or insights into your creative world that you'd love to share?
I'm very blessed to be surrounded by people who want to see me win—and I want to see them win too. You have to be grateful for the people you meet along the way—good and bad, the lessons and the wins. I try and cherish my relationships with people because I'm not doing this by myself. It's important to acknowledge that there is an entire network of people behind every artist who has helped them achieve their goals. Gratitude is a must!
Want to catch the latest from JessB? Keep an eye out on her Instagram to be the first to know about upcoming gigs and singles. While you're at it, be sure to wrap your hands around a can of V Refresh at your crew's next get-together.
Editor's note: this article was produced in partnership with V Refresh. Thank you for supporting the partners who make Urban List possible. To read our editorial policy, click here.
Image credit: JessB via Instagram