J.I. DROPS BUOYANT ANTHEM “TAKEN FOR GRANTED” WATCH THE VIDEO CO-DIRECTED BY J.I. HERE
OCTOBER 29 2021 (TORONTO, ON) – Brooklyn rapper J.I. is back today with the intricate R&B anthem “Taken for Granted.” On the track, the rising New Yorker shows off a softer side to his exploding rap career, dropping smooth bars about lovers looking deep into his heart and seeing all he has to offer. The track arrives alongside a luxurious video that shows J.I. in action at his headlining North American tour as well as relaxing on a boat with his friends. “Taken For Granted” is available now via G*Starr Ent./Geffen Records/Universal Music Canada, the country's leading music company HERE.
J.I.’s “Taken for Granted” finds the young MC moving between a mesmerizing flow and slower, pensive lines about his grind and dedication. The impactful chorus finds J.I. imploring his love to stay by his side, to hold him close. “Please don’t take my heart for granted,” he sings. “Please don’t take my trust for granted.” The songs video finds J.I. stunting with an impressive chain, taking in the empty streets of the city he calls home. Interspersed between these moments is footage from a J.I. live show, in which packed audiences sing along to his every word and go crazy for every move he makes. It’s a perfect accompaniment for a song about straining for growth and figuring out who you can hold close as you experience new success.
The song and video follow J.I.'s electrifying June freestyle “No Hook,” that reminded his fans of his raw NYC tone and melodic style. J.I. started his career freestyling with his brothers at the age of 11 and since developed into one of the Big Apple’s biggest breakthrough artists. These recent singles also pick up a hot streak for J.I. over the last few years, through thoughtful mixtapes and EPs like the Hood Life Krisis series and 2020’s Welcome to GStarr Vol. 1.
J.I. used New York City as the backdrop to the “No Hook” video, a striking reminder of the city’s role in his life, and his place in the world now that he’s on the come-up. “Taken for Granted” focuses on love gone wrong, but it’s still a potent reminder that New York is J.I.’s city, and he’s not relinquishing control any time soon.