Watch a down-and-out JMSN in ‘Price’

Kendrick Lamar’s go-to vocalist tackles love and loss with a nostalgic, homemade video

Sombre synths and subtly clattering cymbals lead a downtrodden, out of luck (and love) JMSN into a liquor store in this nostalgic visual for “Price”, directed by Kane Chattey and streaming above exclusively via Dazed. In search of an alcoholic beverage to drown his sorrows, Detroit-born, Los Angeles-dwelling vocalist and producer Christian Berishaj is seen pulling off some intense moves: on the street, on his bicycle and atop a car, each filmed through a handheld home-footage lens. Comforted by a cute-looking puppy, JMSN – who comes to London’s Ace Hotel on April 1 as part of his debut European tour – is, as he says:, “trying to understand that you’ve got to lose a lot to win. I wanted the video to be super-raw and different from anything I’ve ever done.” JMSN’s luscious, emotion-drenched vocals, strong enough to compete with Frank Ocean and The Weeknd’s, featured on four tracks from Kendrick Lamar’s good kid, M.A.A.D city, including “Bitch Don’t Kill My Vibe”. Representative of a day in his life as an eastside Detroit boy, JMSN adds that the video and its lyrics are “taking it back to a very impressionable time for me. I was developing as a person and I was finally OK with that.”

How would you describe your music?

JMSN: Shitty, but I’m working on it.

What did you grow up listening to, in your parents’ home and as a teenager?

JMSN: Anything that was playing. I was all ears. I took it all in. I didn’t discriminate when it came to music. I just wanted to dive in and get lost, if only for a moment.

What themes do you sing about in your music?

JMSN: Life, mostly.

What do you think of the UK?

JMSN: There’s a great energy and openness for music and art. It’s incomparable to a lot of places.

What do you do in your spare time, away from music?

JMSN: Think about how I should be doing music and ask myself why I’m wasting time.

What are your plans for the rest of the year?

JMSN: Keep working as hard as I can, which still won’t be hard enough.

JMSN is touring Europe throughout April