Jay Critch: The 'Kick It' music video puts the pressure on Popeyes and KFC flexing

Why flex at your favorite fried chicken spot when you can turn up like Jay Critch? It’s all about the big flex coming courtesy of the ‘Kick It’ music video.

It’s all types of eye-opening and pure energy in the visual form. Embrace the fire.

Giving you a heads up that Jay Critch dropped his latest single, “Kick It,” alongside the announcement of his forthcoming mixtape HUMBLE GIANT, dropping March 15th. Shouldering 13 tracks on his formidable shoulders with no features, HUMBLE GIANT is a testament to Jay Critch's influence on the New York scene since he emerged in 2018 as a teenager. Still only 25, the rapper who calls himself Hood Fav still has plenty of fire, but the fire is tempered by maturity, displayed in certain songs that take a more reflective and melodic direction.

On “Kick It,” Jay skates atop a beat from Cash Cobain (not from YouTube), working a double-time flow over hyperactive hi-hats, counting up his cash and running through his rolodex of sneaky links: "Got a rich b*tch, she be splurgin'/Got a nurse, and I got a surgeon/I got a lawyer girl, she a nerd," exclaims Critch. In the video, Critch stars as the proprietor of Critch Fil-A, a popular chicken shop, as he serves customers his own happy meals, drives the boat with beautiful employees behind the counter, and handles unruly customers like only he can.

A student of JAY-Z and Lil Wayne, Jay Critch is forging the path for the new New York by fusing his natural penchant for lyricism with an undeniable swagger. Since he burst onto the scene as a teenager with singles like “Ad Libs” and the beloved Hood Favorite mixtape, Jay Critch has been one of New York’s favorite sons. His collaborations with Rich The Kid and Famous Dex on the Rich Forever mixtape series remain the stuff of legend, but he hasn’t stopped switching up his style or releasing new heat for the streets. His 23-track 2021 effort Critch Tape found the now-24-year-old rapper expanding his sound to absorb drill and other prevailing street styles. The tape featured collaborations with fellow New Yorkers Fivio Foreign and Lil Tjay, as well as influential figures Skillibeng and Drakeo The Ruler. Critch recently expanded his CV to include modeling, as he modeled for the Kors x Ellesse campaign alongside Emily Ratajkowski earlier this year.