PREMIERE: Explore the NYC Streets in Jansport J’s “p h a r a o h” Video

The California artist Jansport J who is signed to Delicious Vinyl borrows and internalizes lessons learned from J Dilla and Madlib to come up with unique ways of presenting the ideas that formulate in his mind. As relayed in a recent interview, his latest album p h a r o a h (1/27) was inspired by a NYC snow storm as well as a particular picture of Eric B. and Rakim, namely Rakim’s confident composure. Hence, you have the dusty, boom bap attitude of p h a r o a h.

The video directed by Jay Sprogell presents two songs from the album: “DatsRightChyall” and “BKNY.” It starts with a very busy beat which matches the action on camera of a nighttime scene on a midtown street of NYC. It then transitions into the next morning of shooting some hoops over a more serene beat.

“I think Jansport J’s music really speaks in the conversation about analog vs. digital music production and sound, so I wanted to create a visual that reflected that back and forth,” wrote Sprogell via email. Jansport told us that Sprogell is dead on with that sentiment although they had never discussed that theme: “A goal of mine is to reinterpret soul music in today’s era… so I literally try to have the music sound as organic and not over-produced as possible, although I’m clearly in an era where all technology and digital techniques are at my disposal. Digital tools with an analog mindset… it’s about the ‘feel’ for me, not the rules.”

You can pre-order the album on iTunes or via Bandcamp below. It’ll also be available on cassette.

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