JLL carving out his own lane in international market
Nine years ago, while he was studying for a degree in Communication Arts and Technology at the University of Technology (UTech), Jamacia in Kingston, Jean-Andre Lowell Lawrence created a beat later used for a song called Navajo, recorded by Jamaican-American singer Masego.
Released in 2018, it was sampled three years later by Canadian rapper Drake for Champagne Poetry, which was a global hit single. The song made its way on several charts in Europe, while peaking at number four on the US Billboard R&B/Hip-Hop Songs chart, number four on the Hot 100 and number five in the United Kingdom.
On October 25, Drake’s album Certified Lover Boy, which features the BPI-silver certified single Champagne Poetry, was certified triple platinum for sales exceeding three million copies.
The 27-year-old Lawrence, who goes by the moniker JLL, is thrilled about the latest turn of events. In an interview with the Jamaica Observer, he shared how the beat and song ended up being sampled by the Canadian superstar.
“So, I originally produced the instrumental for Navajo by Masego. The lyrics were written by him. It was September 2021 when Masego reached out to me and told me that Navajo was sampled on Drake’s album. I did not particularly know how it would be used and where it would be used, but when the release date of the album came it was the first track, which really shocked me. This rhythm was originally made in 2014 while I was going to UTech,” said JLL.
He added that, “My initial reaction was so pure disbelief, pure shock and excitement, because as I mentioned earlier, I did not know where the song was under the project and hearing it in the intro of the project was really one of the most amazing moments in my career.”
On October 2, at the BMI London Awards at London’s Savoy Hotel, Champagne Poetry won Most Performed Song of The Year. JLL was recognised for his contribution and received a certificate.
Raised in Kingston, JLL attended Ardenne High School, and got into music production by watching YouTube videos. Among the hit songs he has produced are Breadfruit by Chi Ching Ching, Wicked Man Ting by Popcaan, Dela Move by Chronixx, Mango by Sevana, Fresh and Clean by newcomer Jaz Elise, Likkle Bit A Money by Govana, and Run Away by Koffee.
While his hit singles are by major acts, he works mostly with emerging acts, which he describes as strategic.
“Every artiste was up-and-coming at some point, and I do believe a good artiste, especially one that has a great talent, good vision, and work ethic, deserves some sort of guidance and assistance to get to the place they want to be, and each producer, working with a young artiste, could be working with the next pop star the next reggae star, the next dance star,” said JLL.
His link with Drake, arguably the biggest star in contemporary music, has opened new doors.
“I remember I went to a music convention in California called NAMM earlier this year and obviously most people see me and don’t really have a clue who I am. But once I tell the people at the company booths that I produced Champagne Poetry, immediately their faces light up and they say, ‘Oh man, that’s one of my favourite songs on the album!’. It has gained me some trust and some credibility in the spaces where people are familiar with Drake,” said JLL.