Meet… Groovy

The electric genre mash of hip-hop and Jersey Club music has resulted in a love letter to The Garden State by young star-of-the-future Groovy from Union. The new single is called “jersey luv” and it is, beyond a shadow of a doubt, a deliciously schizophrenic pastiche of R’n’B, Neo-Pop and house.

The sub-genre known as Jersey Club was invented in Newark around 2000. Groovy, with his retro-soul opening of sexual longing, sets the scene until—BAM!!—the song morphs on a dime into an iconic Jersey Club workout with the obligatory triplet drum kicks going a mile-a-minute. That’s when West Orange rapper B Jack$ bum-rushes the show and takes over.  Hard to describe. You gotta hear it. (Even mainstream artist Ciara in 2018 borrowed a trick or two from Jersey Club music for her mega-hit “Level Up.”)

Groovy’s “jersey luv” video, directed by Chris Andrade, was filmed in Newark with a cast and crew of all Jersey -Folk. We asked the young star-to-be about the clip and his place within Jersey Club music. “My dad was a touring House DJ when I was growing up,” he explains. “This allowed me to experience a unique cultural appreciation for the genre. Artists from around the world would come together to collaborate at my childhood home. Witnessing that free artistic expression at such a young age was really special for me. Jersey has a huge influence on the dance/house genre, which inspired me to create music fueled by electricity, expression and liberation, all in my own neo-pop R’n’B niche way.”

For more on Jersey Club, check Groovy’s groovy video and see The Jersey Sound documentary due this spring wherein Director Fulvio Cecere has his finger on the pulse of the Jersey Club music scene.

Stream: “jersey luv”