Soulful and eccentric Joby Jay is set to shine at this weekend’s edition of Live and Direc.

With a set that promises to be as soulful as it is dynamic, fans can expect a show packed with personality, smooth melodies, and a few unexpected twists. Blending original songs with familiar favourites, the artiste is aiming to strike a perfect balance that resonates with long-time R&B lovers and new listeners alike.

The reggae-fusion artiste’s musical journey began in 2019, after being catapulted into the spotlight with her performance at Unplgd, an acoustic session for reggae artistes. Piggybacking off that success, she released her début single Big Girl Ting in December 2019.

Her style grew from a fondness of jazz and Afrobeats music, and has been heavily impacted by artistes such as Jah9, Nina Simone, and Lauryn Hill.

This genre-blending approach has become a defining feature of her artistry, rooted in instinct and emotional connection rather than rigid formulas.

“Deciding which genres to blend is hardly ever planned. When producers send me instrumentals I’ll naturally be drawn to the ones with sounds and vibe I like. If a rhythm is being created from scratch for a song, it’s really about what sounds and feels right,” she shared.

“I think social commentary is very important. Art should reflect the times, as Nina Simone once said. So much is happening in the world, at any given moment it can be very overstimulating and discouraging, so I try to be very intentional with making music that can uplift people. But I also want to tap into more social commentary, and add my voice to some of the things happening in the world that really strike a chord with me,” she added.

In 2020 Joby Jay collaborated on a Switzerland compilation project, producing the track Queen, as well as stepping out to feed her fans through well-curated online events such as Kingston Creative and Harry J Live Couch Series.

She notes however, that since being in the industry, she has not faced many challenges in navigating the traditionally male-dominated space of reggae music.

Despite her relatively short time being on the music scene, Joby Jay was awarded the VM Wealth Breakthrough Artiste of the Year 2022 at the JaRIA Awards, and followed that accomplishment by releasing her debut EP, Love Levels, on April 14, 2023.

As the countdown to Live and Direc intensifies, the rising local star is preparing to share the stage with iconic acts like Dru Hill and Brian McKnight, a moment that feels both surreal and deeply rewarding.

“It feels great! I’m truly honoured to be one of the few local acts on the show. Sharing the stage with artistes I’ve looked up to is surreal. I’m really excited to go out there, give a great performance, and make some new fans,” Joby Jay shared.

“I want to create a moment people will remember,” she expressed.