Buzzing out of Burlington, VT, rapper, singer, and artist North Ave Jax releases his new single entitled “Play Dumb.”
“Play Dumb” catapults North Ave Jax‘s flagrant style of unapologetic and catchy lyricism as the Burlington rapper laments on the hook “Smartest thing I ever did, was play dumb.” Atop of the single’s resonant production, “Play Dumb” connects both the thrilling and hypnotic flare of North Ave Jax as he reunites with director and friend Kelly Butts-Spirito to represent the rapper’s home state of Vermont in single’s music video. “Play Dumb” presents an alternative flow to current trends and resounds a powerful message of relating to one another’s significant struggles and rigid paths in life.
Be on the lookout for more music to release later this year. He’s about to put Burlington on the map like never before.
About North Ave Jax
When you think of Vermont, you think of maple syrup, mountains, and massive amounts of snow. Moreover, its quietude typically inspires quaint lives. North Ave Jax chose a much louder path. The Burlington native took the unexpected route personally and creatively, threading deft verbal dexterity through unpredictable soundscapes punctuated by punk rock spirit, pop ambition, and even a twist of R&B. At two years old, he picked up drums and continued to play through grade school—even joining a rock band in first grade. Mom introduced him to the likes of Smashing Pumpkins, Pearl Jam, and Red Hot Chili Peppers, while a trip to the local library actually unlocked hip-hop for him. After hearing Flo Rida‘s “Low” on library headphones, he embraced rap, listening to JAY-Z, Drake, Nas, A Tribe Called Quest, Brent Faiyaz, and more. Throughout high school, basketball occupied the bulk of his time, yet he still managed to ignite a handful of viral freestyle videos from the lunchroom. Kicked off the basketball team in senior year, he dropped out of school. One night in 2021, he wound up recording in a friend’s makeshift closet studio. Hunger to succeed drove his delivery from the jump. Serendipitously, an acquaintance FaceTimed LVRN Co-Founder and President Tunde Balogun and played him Jax’s music. A day later, the label flew him to Atlanta in order to ink a deal. Now, North Ave Jax introduces a scorching signature style on a series of 2021 singles and more to come.