For their latest collaborative endeavour, South African producer duo Jay Em have teamed up with UK singer-songwriter Juvenal Maze on “Falling” – a driving, electro-soul arrangement that’s already shaping up to be the dance single of the summer.
With house-tinged basslines and R&B vocals, this track feels like something taken straight off of a Kaytranada album. And who doesn’t love a bit of Kay-Kay in the summer?
But there’s a story behind this single that is testament to the power of social media and how it can facilitate cross-cultural collaboration. Jay Em discovered Juvenal Maze’s music while scrolling through TikTok, and they were immediately captivated by his distinct sound.
Driven by curiosity and admiration, Jay Em reached out to Maze via Instagram. To their delight, Maze replied, leading to a swift exchange of creativity. Jay Em sent over an instrumental, and Maze promptly returned with his finished vocals.
Today, the track also gets a visual accompaniment, with a music video directed by Kay Kay Ribane. Seeped in beautiful autumnal tones, there’s a retro feel to these visuals that somehow fits the laid-back energy of “Falling”, while a collection of striking portraits and 8mm cutaways bring new texture.
From the vibrant streets of Gqeberha, brothers Ruwayne and Waven are now looking to the international stage, with mentorship from Mi Casa’s J’Something. Mixing funk, soul and inventive sampling techniques, Jay Em’s sound is fresh, and they are sure to forge a new path for South African R&B.
