A little over a couple of months after releasing his, General Admission, EP. Jamla Records and Roc Nation Records signed artist, Reuben Vincent returns to said project by debuting just a little over an hour ago through Vevo. A brand new 12VY-directed video for one of the EP’s most standout tracks, JUMP. That features Malaya with a very stellar guest verse towards the end.
The cinematic new visual opening in crisply shot black-and-white panning from the skies and buildings of the city to a shot of Vincent on the rooftop of a building. Walking across getting ready to jump and doing so as he raps painfully real verses about his trials and tribulations as an artist and human, who has suffered so much loss. While he is in the sky it flashing back in color to him seeing a mother contemplating bills she struggled to pay for her kids growing up. That would make you want to jump. Reuben also shown on the streets with his homies and Malaya with him in the forest. As she raps her stellar guest verse about the struggles she had to also endure growing up. Before the video then closes by going back to black and white with a very perfectly crisp shot of the sun rising from the clouds for a brighter day and future.