Before we start with the featured artist for this week, I thought it might be good to provide a small introduction for what will be going on for the month of May 2020. Like any other month, Weekly Music Commentary will concentrate on the life and music of five exceptional artists, some very young and some a little more established in the music industry. However, this month is different for a variety of reasons. First, we must acknowledge the elephant in the room, COVID-19. The global pandemic has encompassed the entire world and dominated the news for months now. Moreover, it has changed our way of life to put it mildly. Second, the virus has changed our way, and to a lesser degree our modes of communication. I say that because social media has been enhanced, making it more of a necessary part of our lives.
This month however, Weekly Music Commentary is endeavoring to address the changes in the worldwide music industry. Social movements have a way of influencing the industries of the world, and women have pushed for equality in every way. The #Me Too movement has also shed light on much of the sexual abuses women have endured for centuries. Change has arrived, and it has influenced everyone worldwide. At the same time the music industry has been forced to take a hard, long and uncomfortable look at how female entertainers have been treated. Changes are very necessary.
This month of May, Weekly Music Commentary is devoting the entire month to featuring women artists. Moreover, we are featuring five women of color. I think everyone, men and women, will enjoy this month as it sheds light on some of the most talented artists from a variety of musical genres. Therefore, I encourage you to stay with us the entire month, and help us introduce the world to artists who are bringing music to fans everywhere. Enjoy!
When speaking with any musical artist, their goals in music are usually quite lofty. They all share the goal of wanting everyone to enjoy the music they write and/or sing. Some seek to impact or change the world in one way or another. Is that possible through music? Arguably yes. Without mentioning a laundry list of names, historically, many musical artists have come along with timeless songs that have provided the backdrop for social changes and political movements. Whose to say that some new songs or artists won’t deliver the same way today. It’s quite possible.
This week I have an opportunity to introduce a young artist, from the next generation of musicians. Eighteen years old and full of life and talent, IV Jay has arrived and ready to deliver her musical message. Are we prepared for her? “I want to bring back love,” she says. “We need more positive vibes.” Who is this young artist? Let’s look into her sudden rise and discern clues into why she could be primed to deliver the type of music that makes a difference.
The Paterson, New Jersey native (real name Jaylynn) was a late bloomer in realizing her musical talents. “Nobody knew I could sing. I didn’t know I could sing!” she laughs, shaking her head of curls. A trained dancer of Puerto Rican, Dominican and Colombian descent she had dreams of becoming a prima ballerina. It was only after she heard beats by her uncle, a budding producer, that a musical switch went off. She spontaneously asked her mother—who was totally surprised– to buy her a keyboard at the age of 13. “I started playing the keyboard and then realized, ‘Okay! This works!’” IV posted her first covers, Alicia Keys’ “Un–thinkable (I’m Ready)” and Wale’s “Lotus Flower Bomb” to Instagram (@Iv.jay), and discovered how her voice, personality and even her look was connecting with thousands of people around the world.
As I usually do, I spent most of the week listening to IV Jay music and must say I was pleasantly surprised. I am known for my positive view of many young artists making their way into the industry, and IV Jay is another with a nice head start. Her YouTube videos helped me understand how much talent the young singer/songwriter possesses. That’s why I don’t doubt the fact that she is ready to make her mark musically. The issue is whether we are ready to recognize her gifts.
Social media has proven instrumental in IV Jay’s career. The tech savvy teen has grown her fan base by posting covers and content. Her 2016 cover of Chris Brown’s “Yo (Excuse Me Miss)” has over 89k plays on Instagram while her 2017 take on Childish Gambino’s “Redbone” has over 125k. In early 2018, she caught the eye of recording artist Dani Leigh by winning her song challenge. “That video went viral. I got a lot of followers from that.”
She currently has 500k followers on Instagram, and over 123k subscribers on YouTube. Even a hair tutorial she shared on YouTube has over 760k views. It’s empowering for IV, who was teased for her hair growing up. “Now curls are the thing!”
IV Jay is very much a voice for her generation. Therefore, she comes to us like many other artists of her generation – via YouTube. IV Jay’s soulful voice, down-to-earth charm and impressive following helped her ink a deal with Atlantic Records in March 2018. Several years ago I spoke with a record executive who explained how the music industry had changed to the point that artists needed a following before the label would consider signing them. However, it’s a tightrope because if the artist has a large enough following, they may not need the major label as much. Then it becomes a bidding war for the artist.
That’s where we are today. Atlantic Records has a young, hot artist with a major social media following and music ready to reach millions of fans. She may be young but she’s wise. She hopes that her music—and journey— inspires strength for young women just like her. “I’m all about empowerment, self-love and self-confidence,” she says. “Women are strong and powerful.”
Indeed. This is the day and age that women are working their way toward the top of the music industry with confidence. IV Jay is a major contributor toward that movement. She released her indie tracks, “Thirsty” and “Pretty Wings,” as official singles and followed up with her debut EP entitled IV that fall. Since the release of IV, IV Jay has steadily released new music; releasing tracks “On God, “With You,” “Love Song,” and her most recent single, “The Hard Way.” IV also featured on Luh Kel’s “Tweakin’,” and the track currently boasts nearly 10 million global streams.
Is IV Jay really a voice of change for her generation? She is headed in that direction. Right now I encourage everyone to be on the look out for the young singer/songwriter trying to make a difference.
One thought on “Are We Prepared For IV Jay?”