“Awful,” the opening track off North Ave Jax’s 2022 project LaZy, but i have goals, has now been brought to life with a new video directed and edited by Kelly Butts-Spirito.
“The ‘Awful’ music video portrays me in a self-reflective state of mind playing three different characters… each of them represent my internal battles within myself of how to not be so ‘awful’ to the people that I love,” the 20-year-old Vermont artist said of the video, which premiered Tuesday.
Up top, see each of those characters in action in the new video, production for which was handled by Resolve Media.
The 10-song LaZy, but i have goals project marked Jax’s debut and also includes the previously released tracks “The Fall” and “Trust Nobody,” the latter of which was also given a video of its own by Jax’s friend Kelly. The video stands as Jax’s biggest YouTube hit to date at more than 330,000 views, although his recent “Eastside” and “Play Dumb” clips are approaching similar numbers.
Speaking with hometown outlet the Burlington Free Press back in April, Jax named becoming “a global superstar” as a current goal of his. He also reflected on dropping out of school, and how his story can show the different paths that are possible for others who are trying to reach their own ambitions.
“I felt like I had a different purpose, which was music,” he told the publication at the time.