JME is a legend in Grime for many reasons. From his earliest days on Heat FM and De Ja Vu spitting bars with Meridian Crew. Straight from secondary school over such riddims as Straight and DTI, his earliest productions such as Meridian Walk remix and Staggering. Through to his breakout single ‘Serious’. Then his vision for the Boy Better Know brand, revolutionising the mixtape and merchandise market in Grime. His creation of the Tropical sound and so much more since. He has always stood by his art. He has innovated, experimented and ultimately succeeded in many different avenues.
He embodies the spirit and ethos of KeepinItGrimy. And that is why for our debut documentary we could have had no more fitting subject than the Boy Better Know CEO.
In this short film we get an insight into the motivations behind JME’s work ethic and practises. We shine a light on his creative process, both musically and visually. And we join him as he embarks on yet another pioneering business venture.
We hope this piece can serve as inspiration and motivation for the next generation of artists who want to defend their musical identity and have a chance to be successful without feeling forced to work with a mainstream music industry that, after more than 10 years, still doesn’t understand how to work with Grime music.
Directed by Ethan Wroth. Filmed by Ethan Wroth and Jack Bushell. Produced by Logan Sama
JME’s album ‘Integrity>’ is released May 4th on Boy Better Know records.