“Jeshi is carving out his own path.” - Dazed

Jeshi has followed up his recent project ‘The Great Stink’ with an incredible video for the outstanding track “Inside Out”.

Never missing an opportunity to cease the moment, the video was filmed in Tokyo while Jeshi did his first ever show there. The artful cacophony of “Inside Out” is reflected in the scenic and disorientating shot choices. The location flashes away from the city as we’re taken on a road trip to the beach. Featuring a fight, city rats & a sinking 80s saloon, Jeshi & director Mike Sunda (Nowness, Adidas) have come together to create a visual match for the boisterous audio.

Mike Sunda explains the thoughts behind the video:

“We opened up the PUSH Japan office at the beginning of 2020 and one of the first things on our mind was wanting to connect the dots between London and Tokyo, especially through music culture, but the pandemic lockdowns made that impossible until relatively recently. Because of that, being able to bring Jeshi over for a show here was one of the highlights of the year, and we had discussed shooting a video out here to make the most of the trip.

The kernel of the idea behind the video - a homage to Takeshi Kitano's "Sonatine" - came to mind almost immediately based on the visual aesthetic, which felt right for Jeshi and for the track, and was also inspired by Jeshi's interview with The Guardian last year when he spoke about a pivot away from "retaliatory violence". On top of that, the creative direction already in-place with The Great Stink EP - even though it's so "London" - also felt like really fertile territory for exploring a side of Tokyo that we see all the time as locals. It gave us a chance to dig into the urban grit and run-down suburban landscapes that are a huge part of Tokyo's identity, but don't get the same visibility as the more picturesque or tourist-friendly sides of the city.”

Jeshi’s 21st century observations are borderline obsessive in their astute detail, every mention roots you further in his vivid world. This video sees the usually London centric viewpoint transposed to another capital city and through Jeshi’s universal touch it fits perfectly.

‘The Great Stink’ is named after the summer of 1858 in London, in which the hot weather exacerbated the smell of human waste present on the banks of the River Thames. Cholera was running rife through the streets affecting the poorest Londoners and the press attention galvanized around the moniker “The Great Stink”. A very real historical event that serves as the metaphorical backdrop to Jeshi’s first full-length project in almost a year and a half. Jeshi uses the mythos of a near forgotten event in British history to bring his own world to light.

In contrast to his debut album which featured numerous producers and was recorded across the country; ‘The Great Stink’ sees continuity reign, with the same producers and creatives across every aspect of it, Max Frith & Cajm on production (with additional credits by Fredwave) & creative direction by Francis Plummer.

Premiered by Clara Amfo, “Paid Partnership”, followed on from the first single of the project “Air Raid” which saw a conceptual video featuring a suit of armour clad knight go on an East London “Knight Out” with Jeshi, which was directed by Francis Plummer. 

Since his critically acclaimed EP ‘Bad Taste’, Jeshi has been creating an enviable legacy of work. Arriving in May of 2022, Jeshi shared his ‘era-defining’ debut album ‘Universal Credit’ with the world. Incredibly multidimensional, ‘Universal Credit’ was searing, personal, relatable & humorous. Wowing critics and fans alike it had an undeniable impact.

Jeshi has also collaborated with some of the hottest names in music including Sad Night Dynamite, Celeste, Jim-e Stack, Westside Boogie, Ray Laurel, Obongjayar & Vegyn. His music has secured support from fashion, music and culture press alike, including: Hypebeast, Metal Magazine, Dazed, The Guardian, 10 Magazine, The Sunday Times, The Telegraph, The Face, i-D, Huck, Line Of Best Fit, MixMag, DIY, The Independent, Complex UK, The Fader, British GQ, British Vogue, MixMag, Clash Magazine & Pitchfork. Fresh off the success of his debut record Jeshi picked up a coveted AIM Award for best music video for ‘3210’ and a nomination for best rap album at the DJ Mag Awards. Jeshi recently added a Music Video Awards nomination, for fan favorite “Bad Day At The Office (live film)” directed by Ethan & Tom, to his fast growing list of accolades.

Boasting a relentless work, with a touring schedule of an 80s rock band Jeshi has stunned festival crowds at Glastonbury, Project 6, We Love Green, Outbreak, Reeperbahn Fest, Dour, Midi, Latitude, Luzern Live, Sundown & Warehouse Projet’s Repercussions. He also managed to fit in playing his first headline show in Tokyo and time to front campaigns with Nike Air Max and Dr. Martens. On top of that Jeshi secured his second Top Boy soundtrack feature with ‘Killing Me Slowly” appearing on the final season, opening Episode 2. Cementing his impending global domination fans can enjoy ‘Protein V2 ft. Obongjayar & WESTSIDE BOOGIE’ while playing the new EAFC 24 game.

JESHI - NEW EP: 'THE GREAT STINK' - OUT NOW, VIA BECAUSE MUSIC - PRE-ORDER HERE

WATCH “INSIDE OUT” VIDEO HERE

FOR MORE INFORMATION
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