Future Focus: Jordan Ward
RIYL Leon Thomas, Teezo Touchdown, a go to dance move, the color blue, and runner's high.
Future Focus is where we talk about artists we feel like are about to hit a new level or are set to shape tomorrow’s sounds. Each feature is paired with some industry insights to go with why we love these artists as fans.
Jordan Ward Championing his Sound through Movement
by Nina Bohan
Sport mode or lazy mode in a pair of “White Crocs” was the hard-hitting question in early 2023, but we aren’t actually talking about the brand, but rather the song “White Crocs” by Jordan Ward. Along with this song came a 14-track album and murmurs that this new artist was breaking the boundaries of R&B, soul, and rap.
The St. Louis-born man of many talents got his start in theater and dance, where one part of his resume included touring with Justin Bieber, where he spent his free time freestyling over his friend and producer Ru AREYOU’s beats.
His debut album, FORWARD, contains a double meaning in the name, partly for his family, “For Ward”, and also his daily reminder and dedication to dance through life despite its challenges. Whereas his sophomore album, BACKWARD, was created in a moment of life where Ward had a torn LCL and lateral meniscus. The meaning went backwards, literally, focusing on slowing down, taking a step back, and locking in.
Ward narrowed in on structuring and vulnerability, which elevated his storytelling and lyricism. This lock in resulted in hard-hitting lyrics such as, “and I asked for this life / but I feel like a stranger in my own life,” in the opener “Stranger” and “she was going through the stages, I’m glad she rang that bell,” a victorious, appreciative ode to his mother in “Champion Sound.”
BACKWARD, while it alludes to important and hard-hitting topics, is sonically progressive, with its bouncy, soulful crooning and Ward’s falsettos layered over the beats. All in all, Ward’s full discography contains songs for any event. My big 5 being “FAMJAM4000”, “THEMSELVES”, “JUICY”, “NOISY NEIGHBORS”, and “Lil Baby Crush.”
Let’s all take a moment and say thank you to producers Ru AREYOU and Lido for fostering Jordan’s early career and sending him forward into the spotlight. If you can catch Jordan Ward in concert, I highly recommend it for his infectious, ecstatic energy juxtaposed with the comforting setting of an apartment.
Industry Takes:
Received cosigns from industry standouts including Tyler The Creator, SZA, J. Cole, Smino, and JID
Toured as a backup dancer with Beyoncé, Justin Bieber, and Becky G
Signed to Interscope Records in 2020
Played, everyone’s favorite YouTube series, NPR’s Tiny Desk Concert, following the release of FORWARD
Just completed his first major US headlining tour and is now playing across Europe
Who’s on your radar? Channel your inner A&R and let us know! In the meantime, listen to our Future Focus playlist that we update every single week.