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Screenshot from the How It Goes video by Jay Whiss
Scene from the "How It Goes" video

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Song of the Day: Jay Whiss enlists Zac Facts to direct “How It Goes”

Today’s Song of the Day is the latest single from Toronto rapper and Prime Boys member, Jay Whiss.

“How It Goes” was shot in Toronto and was directed by Zac Facts (Wiz Khalifa, NAV, Tory Lanez) and is the second visual from Whiss’ newly released EP, Dark Cloud.

Dark Cloud, a three song EP released on June 5, is a deeply personal expression of the last few years of Jay’s life and is heavily inspired by the tragedy of losing two friends to gun violence last Canada Day on Queen Street (Prime Boys assistant manager Koba Prime and close friend and collaborator Smoke Dawg).

 
Song of the Day: Jay Whiss enlists Zac Facts to direct How It Goes

Scene from the “How It Goes” video

The EP is a collection of songs about the process of coping with the loss of a loved one and moving forward through pain. Lyrics like, “Don’t know who to blame / For all this fucking pain,” and “Think of Smoke / I just miss my bros / Keep ya n****s close / ’cause you never know,” speak to the lyrical weight of Dark Cloud.

Guest features on the Dark Cloud EP include Toronto rapper SAFE and fellow Prime Boys member Jimmy Prime (credited with coining the Toronto nickname “The 6ix”).

It was important to Jay to release these three songs as a collective unto themselves, separate from his debut full-length album which is due later this year.

The new album is expected to feature tracks produced by Whiss’ longtime close friend and collaborator Murda Beatz.

 

You can follow @JayWhiss on Instagram.

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