Video: Jay Critch – “Too Rare

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 Video:

With his bruising flow and take-no-prisoners attitude, Jay Critch is Brooklyn to the core. Coming out of the gates in 2024 with something to prove, the rapper shares Too Rare,” an invigorating new single and music video. Over a skittering and stankface-inducing instrumental, Critch dips into his arsenal of flows, rattling off a laundry list of flexes as he rope-a-dopes with the J6 beat. On the hook, Critch shouts out a peer from the Eastern Seaboard, as he counts bag after bag: “Only stay around some real ones, you know they too rare/Shout out to Philly, diamonds dancing like they 2Rare/Light sh*t up like it’s New Year’s.” In the video, Jay Critch embraces his massive stature, stomping through his city like Godzilla as buildings crumble beneath him.

“Too Rare” is the Clinton Hill native’s first new song of 2024, and the first glimpse of his upcoming project HUMBLE GIANTThe upcoming project 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 BBaby Money, and his Rich Forever associate Rich The Kid.

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 GIANTcoming very soon via EMPIRE.

Watch “Too Rare”: https://youtu.be/gl1MoreaPC4

Stream “Too Rare”: https://music.empi.re/toorare



Photo credit: Hazz Visuals

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.

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“Too Rare”: https://music.empi.re/toorare / https://youtu.be/gl1MoreaPC4

“Minutes”: https://youtu.be/QCXBxt7n85c

“Handle”: https://www.youtube.com/watch?v=CqqYokoGAvk

Jugg Seasonhttps://music.empi.re/juggseason

“Oh, What A Feeling!”: https://music.empi.re/ohwhatafeeling

“Cheating Frestyle”: music.empi.re/cheatingfreestylehttps://www.youtube.com/watch?v=wSyt1dm6j2I

“Up All Night”: https://music.empi.re/upallnight / https://www.youtube.com/watch?v=ttRa4st-KYc

“Lefty” ft. Rich The Kid: https://www.youtube.com/watch?v=6ayZp7teMaU

“Close To Me/Active”: https://www.youtube.com/watch?v=UOpFf73QLdU

“Born With It” (w/ Harry Fraud): https://www.youtube.com/watch?v=6un6DNeqIHY