Confidently charismatic with the talent to back it up, Jay Critch has the attitude and ambition to succeed in the NYC rap scene. Drawing a crowd in his stomping grounds as he celebrates the release of his new project Jugg Season, Critch shares “Handle,” a brand new music video. Produced by BrentRambo, “Handle” provides an ethereal and cloudy atmosphere for Critch to cut through with his no-nonsense bravado. The 24-year-old Clinton Hill native bobs and weaves between the airy synths as he tells his rags-to-riches story: “What are they having cause n****s ain’t having cheese/I was so broke, I ‘member I would be happy just to have a pack of weed/But now I raise up the salary/Now a opp get burnt like calories.” Directed by Dee Sauce, the video finds Jay Critch ushering in Jugg Season in Brooklyn, as he dances on Flatbush Avenue, kicks back in the studio, and parties with his fellow NYC elites, including Jim Jones and Dave East.

With a cover that finds Jay surveying his kingdom from the top of the Barclays Center, Jugg Season is the culmination of Jay’s five years as a crucial figure in his city’s scene, brimming with the confidence of a hot shot upstart made good. Incorporating sounds from the Five Boroughs and beyond, the 19-track project bounces from the Shiny Suit Era to the SoundCloud explosion to the heyday of the Coke Boys, with Critch serving as a versatile and charismatic navigator. The 24-year-old Clinton Hill native flashes a lyrical maturity that nearly matches his ambition, weaving his own history with the rich heritage of NYC rap music. Jugg Season recruits producers from all over the rap map, with contributions from plugg maestro MexikoDro, heady Chicago sound architect BrentRambo, Atlanta impresario Richie Souf, West Coast magician RonRonTheProducer, and more. Featuring guest spots from Max B, Rich The Kid, and Baby Money, Jugg Season is available everywhere via EMPIRE.

Since he burst onto the scene as a teenager with singles like “Ad Libs” and the beloved Hood Favorite mixtape, Jay Critch has been one of New York’s favorite sons. His collaborations with Rich The Kid and Famous Dex on the Rich Forever mixtape series remain the stuff of legend, but he hasn’t stopped switching up his style or releasing new heat for the streets. His 23-track 2021 effort Critch Tape found the artist expanding his sound to absorb drill and other prevailing street styles. The tape featured collaborations with fellow New Yorkers Fivio Foreign and Lil Tjay, as well as influential figures Skillibeng and Drakeo The Ruler. Critch recently expanded his CV to include modeling, as he modeled for the Kors x Ellesse campaign alongside Emily Ratajkowski in 2022.

With Jugg Season in the books Jay Critch seeks to resume his Five Borough takeover. Stream Jugg Season everywhere via Talk Money Ent./EMPIRE.