Fresh from winning One To Watch at the AIM Independent Music Awards, Native James is wasting no time making his next move. The rising artist has unveiled his defiant new single, ‘DUMB BRUDDAH’, released via SharpTone Records, alongside an accompanying music video that pays tribute to the golden era of 2000s nu-metal.
Driven by an old-school nu-metal riff and propelled by Native James’ commanding vocal delivery, the track makes its intentions clear from the outset. The accompanying video, directed and filmed by Thomas Brooker, leans into the genre’s visual legacy, recreating some of its most recognisable moments, including the iconic scene from Korn’s ‘Freak On A Leash’.
At its core, however, ‘DUMB BRUDDAH’ is about something more personal: reaching breaking point and finding the confidence to stand up for yourself. As Native James explains, the track takes aim at those who undermine, dismiss and make others feel worthless, turning that frustration into a declaration of self-respect and defiance.
Commenting on the songs message and sentiment, the ‘Hammer’ rapper says: “‘DUMB BRUDDAH’ is about that inner feeling where you’re at your limit. You’ve had enough; enough of people treating you like shit, like they don’t care, like you’re worth nothing. This a call out to those people that disregard you, put you down and make you feel weak. Taking the power and standing up for yourself when you’ve hit that limit.”
This summer marked another significant step forward for grime-metal rising star Native James, who returned with new music following his signing to SharpTone Records. His previous single, ‘Never Been Scared’, made an immediate impact, bringing together his distinctive fusion of grime and metal with a guest appearance from grime heavyweight Frisco, best known as a member of influential collective Boy Better Know.
It was also a busy festival season for James, who appeared at Download Festival, where he welcomed both Frisco and Professor Green on stage to perform ‘Never Been Scared’ and ‘BLOCK – RR’ respectively, in front of a raucous crowd. His summer schedule also included sets at 2000 Trees and Latitude, alongside international appearances at Paaspop in the Netherlands, Rock La Mures in Romania and Slovakia’s Pohoda Festival.
Away from the festival circuit, Native James has also shared stages with some of the UK’s leading alternative acts, supporting Enter Shikari, Don Broco, Nova Twins and Hyphen.
Download / stream ‘DUMB BRUDDAH’ here.
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