Wonderland.

NEW NOISE: JNR CHOI

Model royalty Jnr Choi unveils his cameo-filled debut music video, featuring Dean and Dan from Dsquared2, Evan Mock, Bakar and more.

Jnr Choi premieres music video for
Jnr Choi premieres music video for

The noise. The energy. The crowds. Nighttime antics. We miss it all. And one artist throwing it back to better times is London-based model-turned-musician Jnr Choi with his aptly-named track “Belvedere”. Drink it up.

And the music video is a DIY head-spinner; a glittering who’s who of the most buzzy fashion industry faces. Check cameos from Dean and Dan from Dsquared2, Evan Mock, Ciesay (Places + Faces), Bakar and Cheikh Tall.

The London-based model shot the visuals during his stint at Milan Fashion Week earlier this year, where he walked for big-time names such as Givency, Moncler and Dsquared2.

And the result is a sizzling, high-energy track with an addictive hook. Expect big things from Jnr Choi this year.

We caught up with the model-turned-musician below…

Hi Jnr! How is lockdown treating you, how are you keeping busy?
I’m actually enjoying it, it’s given me a chance to pause for a second and re-align my priorities. I’ve pretty much turned into a gamer and I’ve been finishing the final touches for my tape.

How have you found lockdown has influenced your creativity?
It’s removed the idea of a time limit so I’ve got all day to create!

What was the moment you first realised you wanted to do music?
It was in early October, a week after releasing my first single and I’d just finished performing for the first time at a club I grew up going to in my home town. The night was a movie and it just made me realise that anything is do-able.

Who did you grow up listening to?
Youssou N’Dour, Michael Jackson, Akon, Kanye West, Ne-Yo, BBK, Giggs, and The Weeknd to name a few.

How did growing up in London influence your music?
I feel like we’re exposed to so much over here, we’d listen to grime on the playground, dancehall/afro-beats when we threw house parties, Senegalese music/reggae at home and just find a load of stuff on the internet. I guess it just never put our listening range at a cap and that’s what the tapes going to represent. A mix of genres.

Where did the inspiration for “Belvedere” come from?
The inspiration for the video came from nightlife. The nightlife in London, the nightlight during fashion week and how we see it. I wanted to capture what’s never captured.

Have music and fashion always been inextricable for you?
I guess so, two peas in a pod. They both allow me to express my emotions in a way. Music, my thoughts and experiences, and clothing, how I feel at the time.

What’s next for you/what are you excited for?
I have another single called “Stunna” ready to go! I’m excited to have this tape finished and released as it’ll really show people what we can do.

NEW NOISE: JNR CHOI

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