MUMBAI: Jordan Edwards Wilks better known by his stage name Jords, is a Croydon rapper and songwriter who has earned his emerging stripes by combining an immediate lyrical talent with inventive production and emotional, thought-provoking concepts.

Cultivating a rare reputation and loyal fan base via a hybrid of classic hip-hop influences with a mixture of R&B and poetry, the sound is a notably fresh take on the genre that conjures comparisons to the likes of J Cole, Wretch 32 or Travis Scott in terms of smooth instrumental invention combined with a laid back and authoritative tone and content.

Following the release of the critically acclaimed Working Too Hard last month, picking up support on Notion Magazine, GRM Daily and Link Up TV amongst others, Jords continues on a steep trajectory that has already seen him work with artists such as Bridget Kelly and Bonkaz. Similarly with radio support across BBC Radio 1Xtra, Capital Xtra, the serious tastemakers are all hailing what they see as an exciting and thoroughbred new talent.

Now Jords continues his exciting journey with Cloud 99 a slick, lyrically inventive slow banger that reminds London just why he’s being rated so highly. The piano and synth instrumentals mixed with a notably fresh and invigoratingly intelligent style should place Jords on many radars come the end of the year.