Today Native James (real name Aaron James) unleashes his punch-to-the-gut single, ‘Hammer’ via Saviour Recordings.
‘Hammer’ was born from freestyle rap – an awe-inspiring craft Native has been honing since he was at school. The track is delivered with self-assurance and urgency alongside Native’s distinctive, rumbustious rap style and a filthy riff which chugs on throughout.
Native has also released the tracks official music video, produced by Grade A Productions and directed by Reece Selvadorai. The visuals depict the artist performing with his band in an old, abandoned building and Native hooked up to wires before ripping them off in a rage.
On the single, Native James comments, “Hammer is my own rallying cry about who I am and what I’m about… it’s not to say I want everyone to scream along with my lyrics and get behind me and my mission, but rather to be shouting the words along thinking about their own version of what I’m saying — how they relate — their anger, their frustration, their mission, their identity… it’s meant to incite the community’s inner voice and to make it louder to build a community and make the people feel empowered my tribe… the tribe of native.”
Recently Native signed with Saviour Music, an Essex-based artist-led indie collective. Of the signing, producer and label co-founder, James Curtis-Thomas says, “I was physically blown away from the moment I saw the live video of the Reading Festival performance, and I just had to meet this guy and find out what he’s about. Backstage before his headlining gig, within 30 seconds of talking to him it was clear the energy, emotion and self-belief was the same from the video. When he got onstage that night, everything levelled up. In the studio, he was able to deliver that same passion from live to recording. We all knew collectively there was something special in this music, but we didn’t realise we were creating a new genre.”
Tomorrow, Native James will appear at Brighton’s Great Escape Festival where he will perform as part of Escape From The Escape at The Pipeline, at 3.30pm. Native wants his live show to be a space for his fans to feel empowered, and be a space for them to leave their worries at the door.
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