Beyond Noise Team
Piers James returns with his new, high-calibre summer jam “If This Ain’t Real”
Following on from his acclaimed April release “BOOP” which gained key placement across Apple TV’s recent campaign, the UK artist, rapper and producer delivers a new sultry jam intertwining hip hop, reggae and dancehall to magnetic effect. West Coast flavours blend with guitar licks and lilting melody to create a sun-drenched vibe reflected in Piers‘ self-shot visuals. Set across tropical landscapes with good vibes, sensuality and hooks coming front and centre, “If This Ain’t Real” will continue the attention around a rare homegrown talent able to curate every aspect of his artistic output.
Speaking on the track, Piers states: “The song is about the beginning of a relationship, in that honeymoon phase, asking the question: ‘Is this real?’ – quite like the start of summer. Going through the euphoric feeling, but is this relationship going to be the Disney fairytale that we dreamed of or an all-out war at the end? To be your most authentic self, you must let go of the material façade and ego and focus on how you feel in the moment. Too many people try to shy away from their own reality and end up avoiding accountability. In any relationship – whether that be a friendship or partner – it’s important to be honest and learn to be vulnerable and open to all possibilities, which I tried to depict in the video.”
With critical attention coming swiftly across the spectrum from GRM DAILY, BRITISH GQ, CLASH, UPROXX and WONDERLAND amongst others, Piers James’ ability to interweave sharp, intelligent wordplay over a multitude of genres has seen notable co-signs with Adidas, Stella McCartney and Flannels via his own creative collective Born Artistic To Achieve (BATA) – which aims to develop relationships within the creative industry by bringing together industry figures and emerging artists.
A clear artistic vision and aesthetic have seen plays across BBC R1 – where he was further selected to perform at the Big Weekend – BBC 6 Music, Soho House LA and with three tracks included on the new FIFA 23 soundtrack, a growing picture forms of a UK talent with the songwriting ability, creative talent and authenticity to cross traditional lines. With his forthcoming album set for release this year, mark Piers as one of the most exciting voices in the landscape in 2023.
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