Balancing intoxicating rhythms with sober-minded lyrics, JAY10! is one of the most exciting new talents in Melodic Rap. Hailing from Ibadan, Nigeria, but based in London, England, JAY10!’s upbringing saw him split between two very different cultures. He was born into a family which had just tragically lost their 'Uncle Jay' in a racially aggravated attack in Brighton. Named after his uncle, Jay was seen as a shining light for his family during a dark time. Never feeling like he truly had the voice to express his own pain and his experiences as a child, Jay turned to rap music as his outlet. This has informed his unique rap style which probes the difference between perception and reality, and often evokes nostalgia, introspection and empowerment.