DESCRIPTION:
DMV Based Rapper Jay IDK Invades the London streets for “Mentality” music video, from his Empty Bank project

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Directed By Jay IDK
Shot/Edited by Eats Media
Produced By Vontae + Johnny Benjamin

Lyrics: http://genius.com/Jay-idk-mentality-lyrics

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DMV-based emcee Jay IDK was born in the UK before moving to the U.S. His late October visit to London marked his first trip back, and during his time there he reconnected with the culture and environment that his family remains rooted to. From his recently released album The Empty Bank, the video for "Mentality" captures the remarkable exchange between American hip-hop culture and grime that has been growing in recent years by pairing a trap-indebted sound with the scenes of inner-city London. Directed by Jay IDK and filmed guerilla-style by Eats Media, capturing the natural background in the city’s Hackney and Edmonton neighborhoods, as well as around Big Ben in Central London, “Mentality” includes a cameo from Scorcher of the popular Netflix series Top Boys. Watch the video here.

With a tight-knit theme that examines the portrayal of financial frugality as a symbol for success, particularly as it pertains to artists and entertainers, Jay IDK’s The Empty Bank made a significant impact as the first album to ever premiere with Forbes. In an epic interview with Hot 97’s Peter Rosenberg, Jay IDK delivered a scathing freestyle sitting alongside a Benjamin Franklin impersonator, and later spoke with Ebro on Apple Music/Beats 1 . In addition to filming the video for “Mentality,” which Pigeons & Planes previously named one of their Best Songs of the Month, Jay IDK utilized his time abroad with a guest set and interview via Radar Radio, as well as a pop-up in-store performance at G-Star Raw and an interview with Rinse FM. HXLY

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