Nemiah Emmanuel Simms, the British rapper known as Nemzzz, is poised to be the standout star of 2025. He kicked off the year with the self-release of his mixtape ‘Rent’s Due,’ which achieved remarkable success and received critical acclaim. “I wanted to demonstrate that this is my sound... I’m evolving,” he reflects about the project. Growing up in Manchester in a musically-inclined household—his mother a beat-maker and his father a reggae/bashment vocalist—Simms was profoundly influenced by the music that surrounded him. “I was constantly hearing music and witnessing everyone express themselves,” he shares.
This transformative year has seen Simms collaborate with notable artists such as Latto, Central Cee, D-Block Europe, and Chy Cartier. “[Collaboration] must feel organic,” he contemplates, “that’s significant to me as an artist.”
In December, Nemzzz marks an outstanding year by participating in JD’s ‘Forever Forward’ holiday campaign. Filmed entirely on his iPhone, he appears alongside CLASH cover star Jade Thirlwall, Chy Cartier, LeoStayTrill, Skye Newman, and 286 children. The initiative, titled ‘Where Are You Going?’, highlights youth from across the globe, giving them a platform to narrate their own stories.
“Young people today don’t need to be told who they are; they’re already showing us,” states Neil Corrie, Marketing Director at JD. “JD’s ‘Where are you going?’ isn’t just about them, but created by them. It expresses their voice and their direction. This represents youth culture, not merely as a trend to follow, but as a movement to embrace.”
To celebrate the campaign launch, we spoke with Nemzzz, reflecting on an extraordinary year at the forefront of the UK rap scene and his collaboration with JD and Nike.
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How has this year been for you?
Hi CLASH, it’s been great, thank you – very productive.
What has been a standout moment across 2025?
Definitely performing on the main stage at Wireless.
Having grown up in a musical household, what drew you to rap as a means of self-expression?
Because I was always hearing it and observing everyone express themselves through it.
At the start of this year, you self-released your mixtape Rent’s Due to significant success and critical acclaim, accumulating over one billion streams. What has that experience been like?
It’s been good; I’m just focused on my work. I'm pleased to see it received positively.
What did you hope people would take away from Rent’s Due? Did they respond as you anticipated?
I aimed to demonstrate that this is my sound, along with a higher level of production. I’m progressing as an artist.
This year, you’ve worked with major artists like Latto, Central Cee, D-Block Europe, and Chy Cartier. What do you seek in a collaborator?
It has to feel organic and come with chemistry – that’s essential to me as an artist.
Which UK rap artists are you currently excited about?
Esdeekid is absolutely thriving!
Are there any UK artists you’d like to work with in the future?
Dave or esdee.
Last month, you released 8PM, a sharp, trap-infused track showcasing your lyrical skills. Why did this feel like the right moment to release 8PM?
With the change of the season, I thought it was time to give you something fresh!
You traveled to Iceland for the music video; what was the experience like?
Iceland is VERY cold, but it was worth it. The views are stunning.
What has it been like collaborating with JD on their Christmas advertisement? And how will you celebrate this holiday season?
I'll be spending Christmas with my family. My experience with JD has been wonderful; I enjoy working with them.
What are you looking forward to the most?
Presents for Christmas, ha ha!
Can you share a bit about shooting the ad? What was the experience of filming on a phone like?
It was quite easy, to be honest! The JD staff ensured things went smoothly.
You’re also working with Nike through JD; how do you connect with Nike's brand?
I’ve been wearing Nike since I was a kid; it’s always been my go-to brand.
What did you think about the concept of the ad ‘Where Are You Going?’
It’s great. Do I need to say more?
Where do you see yourself heading in 2026?
I’m aiming to level up in every aspect: the shows, the music, the fashion!
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Levelling Up: Nemzzz on a Transformative 2025 and His Holiday Campaign with JD