Jay Prince shares ambitious music video for hot new single “How Far” feat Sam Wise
Jay Prince - How Far ft. Sam Wise
Play / Stream “How Far” Here
Newham-born artist Jay Prince debuts as a director with the release of the video for his new single, ‘How Far.’ Following a powerful return after a brief hiatus, Jay collaborates with South London rapper Sam Wise on this introspective track that explores physically, mentally, and spiritually pushing personal boundaries. Co-produced by Jay and German-Afghan beatmaker AgaJon (known for work with Giggs) ‘How Far’ builds an intense atmosphere with sharp synths and electrifying breakdowns, capturing the journey of self-discovery. The cinematic video for ‘How Far,’ directed by Jay in collaboration with his creative director and close friend Filmawi, visually represents the struggle to balance personal and societal expectations. With an immersive narrative, Jay delivers a compelling visual that invites viewers to deep dive into his creative vision. Over the years, Jay has refined a unique and versatile sound, drawing from hip-hop, neo-soul, jazz, electronic, and funk. Known as a multi-instrumentalist who excels at rapping, singing, producing, and now directing, his work resonates with introspective and thought-provoking themes. Speaking on the video Jay said:
“When creating the visual concept for HOW FAR, the image of water came to me first. It felt like the perfect symbol for the song's themes, representing the pressures of life and the force of reality with its constant movement. This idea guided the visuals and helped shape the flow of the story, using water to reflect emotional highs and lows. Working with Filmawi on directing also taught me a lot, helping me bring the song's sound into a clear visual form for my first time directing.”
Born in East London to both Angolan & Congolese parents, Jay's musical journey ignited in the heart of the church, where he mastered the piano and bass. By 14 or 15, his passion for poetry and upbringing in Newham—where everyone at school was rapping—sparked his deep dive into music. Immersed in the sounds of his surroundings, Jay naturally gravitated toward rap and beat-making and began crafting beats on programs like Fruity Loops, blending his lyrical prowess with production skills. This fusion gave birth to the signature soulful sound that still defines his music today. Jay broke out in 2015 with the mixtape ‘BeFor Our Time’ and gained further attention with 'Smile Good,' featuring the fan-favourite ‘Father Father.’ By 2017, his 11-track project ‘Late Summers,’ with features from Shakka, Amine, and Mahalia, cemented his rising star status. The following year, Jay released ‘Cherish,’ collaborating with Kojey Radical amongst others, this project also included his hit single ‘In The Morning’ which has racked up over 20 million streams. His 2019 mixtape ‘Wonder’ received critical praise despite no features with Jay's talent taking centre stage, this is demonstrated on the hit single ‘Wonder’, which he wrote, produced, and performed. During a relocation to LA for four years, Jay collaborated with Tyler The Creator and GoldLink on ‘U Say,’ gaining international recognition and co-signs from The Fader, Billboard, Highsnobiety, and Pitchfork. His latest project, ‘SOL VOL. 3,’ released just before the pandemic, concluded his EP trilogy exploring optimism, love, and nature themes. His success led to European and Asian tours and collaborations with artists like SiR, Paul Epworth, Jay Electronica, Joyce Wrice and Jordan Rakei. Jay has supported Chance The Rapper, performed at Coachella alongside Mura Masa, and partnered with brands like Red Bull and Sprite. His music has also been featured on NBA and FIFA soundtracks.
During his break from releasing new music, Jay has remained active as an independent artist and creative visionary. He founded Lounge in Sounds, a record label and creative platform designed to cultivate a vibrant community that champions authentic music and culture. His passion extends beyond his work, as he dedicates time to teaching the next generation. Jay lectures at LCCM, where he leads a commercial music degree focused on songwriting, sharing his knowledge and inspiring future talent. Jay ensures his storytelling and creative vision are always at the forefront, from directing his music videos to designing visuals and collaborating with fashion brands. Jay’s passion for creating genuine, immersive experiences shines through in every project, reflecting his commitment to pushing boundaries and making a lasting impact in the industry. He is an artist deeply attuned to social, economic, and societal dynamics which is reflected in his music—notably in the latest single, "How Far", where he explores the external pressures we experience from society. Having spent significant time in the studio, Jay has evolved personally and artistically, and he’s now eager to share the next chapter of his creative vision with the world.
ABOUT SAM WISE
Sam Wise is a linchpin of the ever-growing and evolving UK Hip-Hop scene, notably alongside his collective House Of Pharaohs. He is wise beyond his 27 years, and since his inception, he has continued to push the scene forward while building a fan base that spreads far beyond the UK. He has maintained the sa in me hunger, charisma, and flair since day one and saw the pandemic years as a reset, making him more driven and focused on his purpose than ever before. Sam has no intention of being anyone's role model and wants to be free to make his own mistakes, but he has a solid moral compass with plans to pay it all forward. With previous collaborations with; SG Lewis, Cochise, Knucks, Kadiata, Venna, Masterpeace, Miles From Kinshasa, P-rallel and Len, it's clear that greatness attracts greatness. The pioneering musician loves music, food, health, wellness and education and is peeling back the layers even further to let his supporters in. Earlier this month, Sam lent his voice to TNT Sports for a voiceover for the culture-shaking fight between Anthony Joshua and Daniel Dubious. He also supported US Rapper Vince Staples’ UK tour and collaborated with The FA for their community-led series exploring his roots in South London.
Music Video Credits:
DIRECTOR JAZON “JAY PRINCE” EUGENIO
CREATIVE DIRECTOR FILMAWI
PRODUCER ELLA KENNY
PRODUCTION MANAGER NYCOLLAS ABREU
DOP JAKE ERLAND
GAFFER YAN MURAWSKI
SPARK DANNY EASTON
FOCUS PULLER LEON FRIND
DIT ANTONIUS CRAMER
STYLING EDE DUGDALE
MAKE UP YOLANDA DOHR
ART ASSISTANT LARISSA LORENCO
PRODUCTION ASSISTANT ELLIS MISTRY
RUNNER DAISY FROST
For more information on Jay Prince, please visit; Spotify Instagram TikTok
For more information on Sam Wise, please visit; Spotify Instagram, TikTok
