Exclusive: Why Jay B is a Symbol of Authenticity  

“I am not the confident type. Honestly, I have low self-esteem.” Jay B’s candid confession takes us by surprise. It’s 10.30 pm in Seoul and exactly four-and-a-half hours since the release of his second EP, Be Yourself. It’s been a long day of press interactions for the juggernaut and it seems like we are his last stop. “I may come off as a confident guy because I work very hard for my performances,” he says, indicating that the sense of confidence he exudes is misleading.  

We’d like to believe otherwise.  

An absolute beast on stage and a seasoned hit-maker in the studio, Jay B has been quite the chameleon these past two years. In early 2021 when the world was eagerly waiting to see what solo projects each GOT7 member has safely guarded in their archives, Jay B was earnestly working towards the transfer of rights to GOT7’s music from their former label JYP Entertainment. Around August 2021, the singer released his first solo EP SOMO: FUME under H1GHR Music – a South Korean hip-hop and R&B label and home to his solo activities for the next year. His solo record was followed by the release of the gorgeous EP Love under his moniker Def. in January 2022. Shortly after this surprise release, the singer made a glorious return to the spotlight in May – this time with his fellow GOT7 members. If the word ‘hustler’ had a mascot, it would undoubtedly be Jay B. 

But there’s more to Jay B than his confident on-screen persona. Despite his great success over the past decade, he’s humble, evidently shy on certain occasions, and yet courageous enough to let his goofy side take the spotlight. A few months ago, Jay B set up his TikTok account where his zoomed-in profile picture got Ahgases (GOT7’s fandom) drawing a parallel between the singer and a middle-aged physics professor (all done in good faith, of course). It is one of those online banters that underlines the strong bond an artist shares with his fans. “I should just let my goofy side live on,” the singer admits. “I’m unwavered about it [showing my goofy side]. In fact, I think about ways I can be better at it.” Perhaps the grace with which Jay B humanizes the rigid ‘idol image’ makes Be Yourself a fitting release for the 28-year-old artist. 

Marinating in a rich sauce of old-school funk, hip-hop, retro R&B and urban pop, Be Yourself is Jay B’s first release under his new label CDNZA Records. A collaborative effort between the label’s A&R representatives, the singer and his fans, the record grounds its focus on celebrating an unfiltered version of yourself. Fresh off his learnings from his time at H1GHR Music and with fresh perspectives in place, the was the perfect opportunity for the singer to get everyone involved. “I felt like this was a time when I could get a better project and results by collaborating with other people,” Jay B explains. Though not his first solo release, the singer admits he found himself seated on the edge from time to time: “I am not sure whether I was nervous because of the album or my concert, but I was nervous. I was also in a rush preparing for this album. So I’m very relieved that it was released well.”  

“I started working on the album when I changed labels,” Jay B continues. Though his beige jacket blends with the conference room’s background, the tenderness and poise in his voice makes him stand out. “I first wrote the lyrics and then looked over them with my team. That’s when I had the chance to proofread the lyrics too.” He admits this is one of the projects he’s completed in the shortest amount of time. Fronted by the new jack swing-styled single “Go Up,” the EP is reflective of Jay B’s life mantra. At its core, the lead single encourages listeners to seize the day irrespective of what others have to say; a sentiment that beautifully comes out in pre-chorus as he sings, “Don’t even care what they said (Get on down)/ I’ma be your Kendrick (Get on down)/ Can you please don’t kill my vibe?” A similar motif runs throughout the all-English track “Holyday” where the singer reiterates that he lives life on his terms: “Stay true to who I am/ Don’t let them ruin my vibe,” he sings. “‘Holyday’ isn’t the best track to show a spectacular performance,” Jay B explains about why he handpicked “Go Up” to lead the EP as opposed to the thematically homogenous “Holyday.” “My advantages include my good dancing skills,” he continues, adding, “and I wanted to show more of that.”  

At that very moment, Jay B professes the latter is his favorite track off the EP. “I tried to express hopefulness and day at the same time,” he elucidates on how he rustled up the title for “Holyday.” “The song has a Gospel vibe to it and that’s how it summed up in the title.” 

Be Yourself’s ingenious storytelling with a wondrous soundscape and vocal performance weaves a tranquil ambiance, making it easy for the listener to not only understand Jay B at a deeper level but seamlessly follow his train of thoughts too. Though just six tracks long, the EP is thematically tight with a clear message and rarely digresses from its core theme. It is not far from being the sonic equivalent of a self-help guide that teaches you how to live life than merely exist. Aside from encouraging listeners to be the most authentic version of themselves, Jay B is seen motivating his fans alongside South Korean rapper Sik-K to break the cycle of monotony in “Break It Down,” pretty much revive the essence of ‘yolo’ in “Livin’” and share his belief in the power of imagination and perseverance in “The Way We Are.” For long-term fans of GOT7, “Fountain Of Youth” is guaranteed to make them reminisce about the nostalgia of years gone by as Jay B sings, “I never had a crew this true before/ The way we hang out all night/ I’ve never felt so alive.” A celebration of youth and friendship, the track holds the potential to slowly climb up the ranks to become a fan favorite. 

While his previous solo records SOMO: FUME and Love are primarily sultry R&B releases, Be Yourself stems from a contemporary R&B soundscape. It’s a definitive fresh move for the singer whose creative expression as a soloist – either as Jay B or Def. on Soundcloud – has always gravitated towards sensually R&B numbers. “I was attracted to this soundscape. I found it fun and upbeat.” For this record, Jay B specifically aimed for breezy performances: “With my earlier releases, I think I tried to look cool. But this time, I wanted to be more chill.”  

He reminds us, “I am still a huge fan of R&B.” Even though his latest release can’t entirely be classified as a pure R&B record, he still sees himself as an admirer of the genre. “The album having a pop soundscape is a temporary thing. I thought that this [the EP] was the right time to show diverse aspects.”  

Every artist has a different definition of what constitutes a ‘good album.’ For some, it needs to be reflective of their growth arc while for others it may be based on the creative challenges they’ve undertaken. For Jay B, a good album is one that fans can find a piece of themselves in: “I think a good album is an album that has a clear message that a diverse group of people can relate to.” This definition, however, is open to change in the future.  

We wonder if he sees Be Yourself as a ‘good album.’ 

Jay B carefully contemplates the question before answering it. “I tried to relay a message with the album,” he states. “If many [people] love this album then it could be defined as a good album,” he smiles. Despite playing multiple roles, especially in the last two years, Jay B focused his energy and time on writing better songs. “I also tried to design my approach more precisely. Since I wanted to relay a clear message, I made detailed plans.” 

Over the years, the singer has expressed his artistry in various personas. Be it as GOT7’s leader, R&B artist Jay B, the soulful indie artist Def. or under JJ project (consisting of GOT7 member Jinyoung) or the sub-unit JUS2 formed alongside fellow group member Yugyeom, every project released with Jay B’s name on it has a touch of timelessness attached to it. It’s almost as if Jay B has the Midas touch; everything he touches turns into pure sonic elixirs. But outside of his work, who is the man behind the artist? Who is Lim Jaebeom (his birthname)? “He is a combination of Jay B and Def.,” Jay B explains. “At times I can be Jay B and at times I can be Def.”  

This singular statement sums up the artist perfectly. With Jay B being the commercial twin and Def. a more intimate and raw reflection of his artistry, Lim Jaebeom is an amalgamation of the resplendent entertainment world with a dash of unpretentious storytelling from the real world. He is jet-setting and suave, yet humble at all times. He is the real deal.  

As a parting note, Jay B leaves a heartfelt message for his fans struggling to be an authentic version of themselves: “To be someone you want to be, you have to make some time every day and persevere. Nothing happens overnight. It’s like a workout! You need discipline. You need to train your body to make something happen.”