jaye is familiar with the rush of pursuing success; as a DJ, he hustled for his career while abusing alcohol for literal intoxication. But nightlife exhausted him, fueling pain that tormented him between gigs. He dubbed the cycle “ADHD”: Attention, Depression, Hit, and Dip.
Inspired by Queen’s “Bohemian Rhapsody,” jaye experimented with song and video structure. “ADHD” begins with Attention, marked by pills and fearlessness; then Depression hits, chaining jaye to his pain. He raps with control on Hit, fighting 8-bit enemies in a side-scrolling hellscape. The initial production returns for Dip, and eventually jaye does escape—into a void. Will the same person come out the other side?
“ADHD” comes after the success of “DEJAVU” and “TOMORROW,” which each received over half a million views in one month. The latter was nominated for Vibe of the Year at The Youth Music Awards. Merch proceeds for “ADHD” will go to Spark, an ADHD non-profit. jaye began his career in a folk-rock duo, then fronted a Japan-based funk group before he became a DJ for an X-Factor finalist overseas. After he returned to Singapore, he earned over a million streams as the AZN SEN$ATION, landing on the Spotify viral charts.