Recognized for his sincere songwriting and heartfelt melodies, Nottingham-based artist Jerub has achieved significant milestones in his career, including performing at the King’s Coronation and headlining in his hometown. His latest single, "Deeper," which is the first release from his upcoming 2025 project, showcases a new level of vulnerability in his music.
In a conversation with Clash, he reflects on his journey, what fans can look forward to from his upcoming project, and how he’s entering a phase of “resonance.”
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What inspired you to write "Deeper"?
One important lesson I’ve learned, sometimes through difficult experiences, is that when someone I care about is in pain, my instinct is to try to fix it. I want to find the right words to lighten their burden. However, the reality is that some things cannot be repaired. This can be one of the toughest lessons for those who care deeply.
During such times, being present for someone is the most powerful thing you can offer. It's not about providing answers, but about simply being there. To share their pain and to love them in that moment—not just after they’ve recovered, but right in the middle of the chaos.
Your song is quite vulnerable. Have you always infused your personal experiences into your music, or is that something you’ve grown into?
I’ve always composed songs that come from an authentic place and tell true stories. However, as I’ve evolved as an artist, I’ve learned the importance of vulnerability. It can be challenging to share the messier aspects of your life, but that’s where genuine connection is formed. People relate more to our challenges and losses than our successes—everyone has faced them. Ultimately, I think people just crave something real.
How does "Deeper" advance your music from previous releases? How do you see your sound evolving?
Many of my songs have featured grand, anthemic choruses paired with more intimate verses. "Deeper" continues in that vein but marks a departure in its openness and the intentionality behind its emotional delivery.
In collaboration with Edd Holloway, we aimed to simplify the sound and allow the emotions to guide us. The production is intentionally minimalistic—creating space for the lyrics to resonate and the feelings to come through. Ultimately, we wanted the song to evoke emotion and to feel genuine and human.
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What changes have you observed in the music scene since you began? With the rise of TikTok and viral trends, it appears quite different now. How have you adapted while staying true to yourself?
The music landscape has drastically transformed since I started, particularly with TikTok's rise and the speed at which things can go viral.
I find it incredible how social media has opened new avenues for artists. There are now countless ways to share your music and connect directly with audiences, which I truly appreciate.
However, it can be challenging to keep pace with the rapid changes. I strive to adapt, but I never want celebrity or virality to overshadow my music. Social media serves as a means of connecting with my listeners, but ultimately, music must remain the priority. Creating honest and authentic music is my focus, regardless of industry shifts.
How have your roots and upbringing influenced your music? Nottingham is renowned for its vibrant music scene!
Being from Nigeria and Nottingham has significantly influenced my music. Both locations have rich and diverse musical traditions, and I'm proud to be a part of that. I grew up surrounded by a variety of sounds, which continually inspires me to create music tied to that heritage.
I was raised on Gospel music and began singing in a church choir, which heavily impacts my music today. The powerful emotional energy of that genre stays with me, and it definitely resonates in "Deeper," especially with the prominent choir vocals. It's about capturing the community spirit and soul that were integral to my upbringing.
What are your earliest memories of music? Has it always been a significant part of your life?
Music has consistently been a part of my life. One of my earliest memories is sneaking into my dad’s car to listen to his Afrobeat CDs since I didn’t have a CD player. I would sit there, completely lost in the music. That’s when I truly began to appreciate rhythm and melody, even before I fully understood them.
When did you realize you wanted to pursue a career in music?
Honestly, I didn't grow up dreaming of a career in music. I initially studied social work, and music sort of found me by chance. The moment it clicked for me was during my first show—performing my written songs in front of an audience and seeing people moved to tears. That experience felt surreal.
It was the first time I understood the impact music can have and how deeply it can connect with people. From that moment forward, I started to think, ‘maybe this music path could actually be viable’. What began as a small, unexpected calling has evolved into a meaningful part of my life.
What sets your
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Renowned for his authentic songwriting and heartfelt melodies, Nottingham-based artist Jerub has enjoyed significant successes in his career to date, including performances at the