Bournemouth based DJ and producer J Fresh is a man that goes about his business quietly and efficiently. An example of this can be seen in his latest effort ‘Juice‘ a nine track project that features Maxwell D, Ayo Beatz and So Solid Crew veteran Swiss. ‘Juice’ dropped in late April this year to little fanfare and was all produced by J Fresh himself. One of the highlights of that project is a cut called ‘Die Young’ which features the aforementioned Swiss in his element as he delivers some harsh truths over life and the finality of death.
‘Die Young’ has been given the visual treatment by Daz The Director and Troy Miller and follows the May release of J Fresh’s ‘Lock Down’ video which features Predz Uk, Yus and Tommy Turner. The greyscale video captures Swiss and J Fresh on the blocks as the clips that follow show a variety of youths in conflict. Co-directors Daz and Troy do well to capture the heart of Swiss’ introspective lyrics as he reflects on the childish ambitions and crime carried out to make money. The overall message is a strong one that encourages the youth to actually live their lives without getting into situations where they pick between being carried by six or judged by 12 (death or jail).
Watch the video for ‘Die Young’ above.
