JVKE Thinks You’re “Pretty”
JVKE (pronounced “Jake”) emerged on the music scene during the COVID-19 era with the eclectic song “Upside Down”. The track, which describes love and its vicissitudes, went viral almost immediately. “Upside Down” then went on to receive more than 11 million hits on YouTube and millions of views, shares and remixes on TikTok. The Rhode Island-based singer-songwriter’s success, however, didn’t stop with social media. After collaborating with musical heavyweights such as Charlie Pluth and Galantis, the JVKE phenomenon officially began.
JVKE continued his foray with “Golden Hour,” a song romanticizing the proverbial golden hour while simultaneously metaphorizing it with love and its fleeting nature. The song’s soothing flow and evocative lyrics earned widespread praise and applause. “Golden Hour” broke into the Billboard charts, earning JVKE a literal place among the stars. The song peaked at number 10 on the Billboard Hot 100 charts and earned him a RIAA 4x platinum and ARIA 2x platinum certifications.
JVKE, whose real name is Jacob Lawson, debuted his studio album This Is What Feels Like (Vol. 1–4) in September 2022. The album similarly gained popularity quickly, peaking at number 40 in the Billboard charts. In the same year, JVKE received a nomination for the “MTV Push Artist,” joining the likes of Justin Bieber, Shawn Mendes, Hailee Steinfeld, Yungblud, and Olivia Rodrigo.
JVKE Releases “Pretty”
On February 28, 2025, JVKE premiered his latest single “Pretty” on YouTube. In the melodious piece, the singer contemplates about the ineffability of beauty and the difficulties surrounding it. Fans have described the song as a take on “self-esteem” and “body-image” issues. In “Pretty,” the singer allows for rumination with lyrics such as “And Heaven knows that it breaks my soul, oh-oh-oh /When you don’t know you’re beautiful.” JVKE also speaks to the societal standards of appearance and the dissonance felt by those with dysmorphic feelings. The song has received more than 4.1 million listens on Spotify, and 800,000 views on YouTube.
The singer has collaborated with artists such as Kodak Black, NLE Choppa, and Martin Garrix. With with over 16 million monthly listeners on Spotify and 13 million subscribers on YouTube, the JVKE phenomenon is here to stay.
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