From his entry with Northside, the Canadian talent Jimmy Prime (formerly known as Jimmy Johnson) made his mark, not only establishing a sound with producer Eric Dingus, but then introducing his collective, Prime, on the squad anthem, I Heard. Not long after, he sonically experimented further, with core-favourites such as I Wanna, Red Ferrari, and the personal favourite, Winters End (which has been removed off the internet, for reasons unknown), and more. Proving he has an ear for hits, collaborating with producer Trapmoneybenny on the Block Boy project, before giving the people some new waves with the super-collective Full Circle, as well as with one of the producers to listen out for in 2017, Murda Beatz.
Despite being overlooked at times, the Prime boys have proved to be a force, with each individual bringing their own styles to the table, from the young superstar Jay Whiss, to Donnie, they have been consistent with quality, including visuals, with the assistance of their in-house director, Tristan Prime.
Murda Beatz showing no signs of slowing down with the hits, once again providing a wavy composition with the hard-hitting beat, allowing Canada’s Quavo, Donnie, to give you that catchy hook, “I’ma take addy tonight, might fuck a baddie tonight, humana humana..”, with his distinct tone and unique style. It provides the perfect balance between Jimmy and Smoke’s verses, as they effortlessly stunt. It is a similar feel to the Full Circle joints, but that’s hardly a bad thing.
Shout out to Halal Gang (Ahwoolay!), who recently tore it up here in the UK, with a sold out show. Definitely be on the look out for more from the Prime boys, as they continue to establish their wave globally, and rightfully so. Big up Jermaine, D’Boy, Koba, Scotty and everyone helping the vision come to fruition.