"JUMP"

11 March 2025

4 mins 11s

JUMP

Shot, directed, and edited by The Reids, the promo for Mura Masa's 'JUMP' stars members of the Showdem Movement Foundation, a New York-based non-profit that doubles down on Double Dutch. That's when two jump ropes are turned in opposite directions as players jump over them at the same time. Suffice it to say, Mura Masa and The Reids sensed a crossover.

The former's uptempo dance track hinges on a sample from Zulu Lightning's 'Hold Up Ya Foot (Jump)', while the latter's lo-fi, high-on-life promo draws its energy from a cast that includes Showdem founder Martha Igbinosa. Her infectious enthusiasm makes all sorts of people hop to it, with Ed and Will Reid no doubt tempted to join in throughout the guerilla shoot.

UK

Promos