London rapper Jelani Blackman has unveiled the gripping official video for single ‘Average Joe’, out 5th December via 18 Records.
The ‘Track of the Week’ on BBC Introducing, ‘Average Joe’ utilises Jelani’s deep, baritone voice to devastating effect. The video follows the initiation of an ‘average joe’ as he enters a Fight Club-reminiscent world and thrives in an environment where he is accepted and belongs. Director Brock Neal-Roberts fully captures the energy and humour of the track, with viewers taken on a hectic, action-packed journey through the world as seen by Jelani.
‘Average Joe’ is also the name of the EP Jelani released at the end of October. Alongside the title track, it features further singles ‘Nobody’s Son’, ‘Brixton’ and ‘Cheers’, with Jelani previously explaining that “I’m not an average Joe and I hope anyone who hears this will never let the world break them down to feel average or normal or incapable of doing something.”
His music has been supported by the likes of Maya Jama, Clara Amfo, Nick Grimshaw, Huw Stephens, Toddla T, DJ Target and more. On the gig front, he recently headlined a sold-out show at London’s Sebright Arms and performed at superclub Printworks as part of a BBC Introducing showcase.
Jelani hit the reset button at the start of 2019 and came back with a new energy altogether. Getting himself out of a turbulent major deal, he took back full independence and started again from scratch. Living by his philosophy of ‘everything happens for a reason’, he got back in the studio on his terms and started making music as if he was 17 again.
Hindsight is a wonderful thing, but Jelani is proving that the best is still yet to come.