Artist Focus: Cassius Gray

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Artist Focus: Cassius Gray

With casual, effortless rhymes and relatable vibes, Cassius Gray is making huge waves in the UK jazz rap scene.

Cassius Gray has expanded and diversified Jeeni’s hip-hop, rap and RnB channels with six incredible tracks, each one different to the last and totally refreshing. His last single, ‘Sunbeds’ is a lush and lavish piece, fueled by smooth, old-school RnB samples and sentiments; listen on Jeeni here: https://jeeni.com/sunbeds-cassius-gray/. And check out Cassius’ showcase here: https://jeeni.com/showcase/0xr7kzzd8v5p/

Cassius has been making music for seven years now and has been developing his sound with every chance he’s had. His track from 2019, ‘A.M’ has nearly 1 million listens and according to Cassius is a surefire crowd-pleaser, “my favourite to perform was my song A.M with Souleymane Noe/Luther King, it bangs so hard live man!” Luther King contributes an icy cold verse on ‘A.M’, as well as providing the dangerously catchy “I don’t care if this tune don’t bang” hook.

One of many successful collaborations, ‘A.M’ set a trend of sorts; ‘Jp from 640’, Teddy, J P Rose, and producer San Tino all followed with collaborations after the 2019 single. Cassius especially praised the latter for the creative synergy the two have, “Specifically shout out to my guy San Tino - the producer of our 2021 Single ‘Cookoo’”. This track from last year saw Cassius venture into an entirely new direction for his vocal talent: garage. San Tino lays down an unmistakable modern garage beat over which he plays calming synth pads and minimal, yet effective added percussion. As well as just rapping, Cassius also sings over the freeing instrumental in the form of expressive, auto-tuned vocalisations and humming. This stylistic risk and subsequent pay-off makes ‘Cookoo’ a clearly special moment in Cassius Gray’s young discography.

‘Chillhop’ and ‘jazz rap’ are broad genres that Cassius is often inclined towards, but to expect one style from this artist is pointless. Cassius’ influences act like a rolling snowball, picking up anything and everything in its path and using it to make it stronger, more complex and layered. His inspirations stem back to early 90s hip-hop, namely ‘A Tibe Called Quest’. Q-Tip's crew redefined hip-hop and continues to stir the imaginations of entire generations of artists even now. Tribe’s approach to samples, beats and attitude can regularly be seen in Cassius’ own work, especially with tracks like ‘Mum Called?’ and the collaborative, ‘World Spins Too Fast’.

Cassius is an essential component of this new and exciting wave of UK hip-hop and Jeeni, along with all of his fans, can’t wait for his debut album, which he promises is lined up for this year. Make sure you’re following Cassius on social media to stay in the loop of his ever-developing sound.

Instagram: https://www.instagram.com/cassiusgray_/

Facebook: https://www.facebook.com/cassiusgraymusic

Jeeni showcase: https://jeeni.com/showcase/0xr7kzzd8v5p/

How can Jeeni support artists like Cassius Gray?

JEENI is a multi-channel platform for original entertainment on demand. We’re a direct service between creatives and the global audience.

• We give creatives, independent artists and performers a showcase for their talent and services. And they keep 100% of everything they make.
• We empower our audience and reward them every step of the way.
• We promise to treat our members ethically, fairly, honestly and with respect.
• Access to artist liaison and a supportive marketing team.

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05
Jun

MD of Jeeni USA has been honoured as one of the “Top 100 Women of Influence”.

The woman who brought digital entertainment to the world is set to become MD of Jeeni USA. Kelli Richards is based in Cupertino, California, where the mighty Apple Corporation has its headquarters, and where she is honoured as one of the “Top 100 Women of Influence.” An Amazon Number One best-Selling author, and former A&R executive with EMI Music, Kelli played a key role in launching the entertainment division of Silicon Graphics. She’s celebrated as a digital media trailblazer and was responsible for launching Apple’s entry into music and entertainment during her many years with the company. In other words, Kelli Richards was directly responsible for the birth of digital entertainment and global music online, now known as Apple Music. Jeeni founder Mel Croucher worked with Kelli on projects for superstars like Eminem and Prince, and it seemed a perfect fit for Mel to invite her to represent Jeeni in the USA. “I was privileged to have been mentored by the legendary Steve Jobs over a period of several decades,” says Kelli. “I work on cool projects with cool people, and Jeeni is very, very cool.” Kelli Richards at Jeeni-USA HQ Keen to find out more about Jeeni, check out our new website www.jeeni.com

23
Mar

Where Did All The Bands Go?

This month, Adam Levine of Maroon 5 caused a ripple when he was chatting to Apple Music's, Zane Lowe. Whilst referring to all the bands about in 2002 when they released their first album, he questioned, "where did all the bands go? I feel like they're a dying breed." After clarifying he meant bands, "in the pop limelight", it still managed to spark a mix of bemusement and outrage from some fellow artists. Maroon 5's Adam Levine - photo Mauricio Santana Though his remarks may have smarted somewhat, it can't be denied, he has a point! In the early 00's new bands were a dime a dozen, filling arenas and regularly collecting platinum discs. New TV talent shows such as Pop Idol and X Factor filled Saturday nights with girl groups and boy bands, but the trend is shifting. According to Dorian Lynskey in the Guardian, currently, there are nine groups in the UK Top 100 and only one in the Top 40. Two are the Killers and Fleetwood Mac, with songs 17 and 44 years old respectively, while the others are the last UK pop group standing (Little Mix), two four-man bands (Glass Animals, Kings of Leon), two dance groups (Rudimental, Clean Bandit) and two rap units (D-Block Europe, Bad Boy Chiller Crew). There are duos and trios, but made up of solo artists guesting with each other. In Spotify’s Top 50 most-played songs globally right now, there are only three groups (BTS, the Neighbourhood, and the Internet Money rap collective), and only six of the 42 artists on the latest Radio 1 playlist are bands: Wolf Alice, Haim, Royal Blood, Architects, London Grammar and the Snuts. Of course, radio and streaming are dominated by pop, rap and dance music but festival lineups don’t point to a golden age of bands, either. Of those that have emerged in the past decade, only half a dozen have headlined either Coachella, Reading/Leeds, Latitude, Download, Wireless or the main two stages at Glastonbury. That’s The 1975, Haim, alt-J, Rudimental, Bastille and Tame Impala, and the last of those is effectively a solo project. Only one band, the Lathums, appeared on the BBC’s annual tastemaking Sound of … longlist this year, which is not unusual: bands haven’t been in the majority since 2013. The album charts are still regularly topped by bands thanks to loyal fanbases who still buy physical formats – such as Mogwai, Architects and Kings of Leon in recent weeks – but not since 2016 has one hung on for a second week. So what happened? With even the largest, well known bands struggling to get into the Top 20 in the streaming world, could one theory be, solo artists are cheaper and easier to handle for the record labels? Apparently not, according to Dirty Hit label's, Jamie Osborne. His independent label is responsible for among others, Wolf Alice and The 1975, but he is still desperate to find the next band he can sign and develop. However, he's not finding it easy! The problem is, he says, there aren’t that many around. “It’s more likely now that a kid will make music in isolation because of technology. When I first met the 1975, they were all friends meeting in a room to make noise. So much is done in bedrooms these days, so you’re more likely to be by yourself.” The 1975 - photo Spotify Press Ben Mortimer, co-president of Polydor Records, says that cost is more of an issue for artists than for labels. “If you’re young and inspired to become a musician, you face a choice. If you go the band route, you need to find bandmates with a similar vision, you need expensive instruments and equipment, and you need to get out on the road to hone your craft. On the other hand, you could download Ableton [production software], shut your bedroom door and get creating straight away. Culture is shaped by technology.” So if the expenses are too high to even start a band, then rehearsal space and travel costs just add to the negatives. Does that mean bands and touring will only be for the rich, middle-class kids? “Social media has filled the hole, creating individual stars who are seen as more ‘authentic’ than anything the retro talent-show format could offer,” says Hannah Rose Ewens, author of Fangirls, a study of contemporary fandom. "Social media is built for individual self-expression. Platforms such as TikTok, Instagram and Twitter – and even the portrait orientation of a smartphone screen – give an advantage to single voices and faces while making group celebrity less legible. Hannah Rose Ewens with her book 'Fangirls' The challenge posed by all pop cultural trends is to work out whether or not it is a permanent structural shift or just another phase. The right group at the right time, whether it is the Strokes or the Spice Girls, can change everything. In the short term, the pandemic has made it impossible for new bands to form and threatens the survival of the regional venue circuit on which they depend, while Brexit has thrown up expensive new obstacles for touring bands. Yet Jamie Oborne remains optimistic. “I’m excited about the wave of creativity that’s going to follow this period that we’ve just lived through,” he says. “I feel this hankering in youth culture for real experience and connection. I’m still quite the romantic when it comes to music. Look at Fontaines DC. I see a picture of them and wish I was in a band. It’s the same thing as walking down the street with your friends and feeling like you’re part of something. Anything’s possible.”

21
Oct

Get Gaming for Halloween!

With Halloween approaching, many games have spooky events taking place over this period. There's a screaming variety of games to choose from and we are dead sure there's one that will get you trembling. Firstly, Call of Duty Warzone has an event running from the now to the 2nd of November called ‘The Haunting’! There are new scary skins available including the Scream franchise’s Ghostface! As well as new weapons and other bundles including items for the game's zombies mode. Secondly, the Nintendo game Animal Crossing has many new Halloween items available from Nooks Cranny, the games very own island shop as well as the clothing store. Players can buy Halloween treats and costumes alike. They have also introduced a new Day of The Dead festival within the game which we are sure will be very successful. The spooky month is running through to October 31st so don’t miss out. ‘Fury of the Damned’ from Sea of Thieves is scheduled to run until November 7th! During this, you battle skeleton camps and hordes, and if you complete enough challenges you can win rewards. And don't forget Fortnite and Overwatch with the drop of many new skins for players to use, and other games such as Rocket League and Pokemon Unite also getting involved in all sorts of monstrous ways. Be sure to check if your favourite game has any special content we haven’t mentioned already! Jeeni is proud to be partnering Chillblast, the UK’s most awarded gaming PC manufacturer. Whether you are a console gamer or are already a PC gamer be sure to visit Gaming PCs by Chillblast | Budget, 4K, VR Gaming PCs. Visit Jeeni PCs (chillblast.com) to take a look at our very own Jeeni gaming PCs. Free UK delivery, 5-star Top-Rated on Trustpilot, 5 Year Warranty, monthly payment options from just £21, they're a dead cert!

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