“War” illuminates the nuances of Jordan Max’s signature style, whilst shining a light on the state of the world today. Menacing and majestic minor piano keys resound against tough production as his vocals oscillate from a haunting croon to an angelic falsetto. From the opening line, “Do you choose to speak or do you just stay quiet?” onwards, Jordan Max implores listeners to take a look at how they face the issues of the world.
Speaking on “War”, Jordan elaborates: It’s got some weight behind it. It asks, ‘Do you stand for what’s right or do you let it live?’ Everyone’s got a responsibility to check things they don’t agree with. It’s the state of the world. I’m being honest when I say I don’t want to lose any more people.
The music video for “War,” shot on a Moor near Jordan Max’s hometown of Oldham in Manchester, was directed by Hector Dockrill (Jorja Smith) who previously collaborated with Max for his “Hell” video. The single-shot video shows Jordan Max agonizing over the future as he sits in the backseat of a car stranded on the Moor with friends, as they overlook an apocalyptic scene unfolding in real time around them.
Jordan Max made his debut in 2016 with his EP Only One Is King, written and recorded in the bedroom of his childhood home. Lead single “Hell” showcased his unique sound and earned him a spot on Complex’s “10 British R&B/Soul Artists To Watch in 2017,” in addition to praising from Consequence of Sound, i-D, Pigeons & Planes, Fader and more. The prestigious BBC Introducing series placed him on the industry’s radar, gaining high-profile fans in Zane Lowe, Ebro Darden, and Pharrell Williams, even leading to a string of European tour dates supporting Jorja Smith.
In 2017, GRAMMY award-winning producer Danger Mouse signed Jordan Max’s publishing and released the single “Out of Luck.” 2018 sees him collaborating with producers Craze & Hoax (Emeli Sande, Naughty Boy) and Felix Joseph (Jorja Smith, Jesse James Solomon) on “War”. After doing everything D.I.Y. in the past, the collaboration offered space for evolution.“[Working with producers] didn’t just improve the quality of the recordings, but allowed the songs to breathe more rather than me making it in my room with limitations,” he says. “It’s been exciting to take this to a new level.” While tapping collaborators and producers, Jordan Max stays true to his roots. “Soul is all about raw expressionism. I wanted to capture that whilst finding a common ground between alternative, blues, and a little hip-hop.”
Recent praise on Jordan Max:
“A voice to be reckoned with and a promising new talent that has our full attention… Eternal damnation never sounded so good.” – Pigeons & Planes
“Don’t let one of the most exciting new talents in UK music out of your sight” – NME
“Jordan Max has a voice that stops you dead: raspy, full of power, unshowy but straight to the heart.” – i-D Magazine