Q&A with JayaHadADream

Former criminology teacher Jaya Gordon-Moore went from lesson planning to shelling at Glastonbury. We find out how she turned a dream into a reality.

You caught viral attention when you announced your departure from being a criminology teacher to pursue music full time. What was the turning point or moment that gave you the confidence to make that leap?

I think since even before lockdown I just felt like I was slowly but confidently chipping away at different spaces and audiences and connecting with the UK rap scene across the country. I’ve been doing shows pretty much every week since 2019. By 2023 I was gaining a lot of traction on social media, and also just instinctively felt like if I didn't put my all into it I wouldn’t be able to get all I wanted to achieve out of it. Another big moment that gave me confidence to take that leap was my BBC 1Xtra Sounds Of The Verse freestyle on Sir Spyro’s show. Around this time I had so many different things in place I just really felt like "how could this not work out?" I also am a very careful person when making big decisions, so I had saved money, planned how I would stay afloat, and even spoke to myself in the mirror about how I might have to take jobs I don’t necessarily want to do, but they will still give me more time to pursue music than being a teacher. I would say the East Midlands creative network really inspired me and enabled me to go full time. The opportunities I got and continue to get in cities like Nottingham and Leicester have developed my practice extensively. Shoutout Tommy Farmyard, Laurie Illingworth, New Art Exchange, HQ Recordings, 2Funky Music Cafe and so many others.

There's an obvious social consciousness in your music. How intentional are you about putting certain messaging into your craft?

As a person I am inherently very vocal and have a strong sense of social justice, I don’t think I’ve actually had that much of a choice in that. Being mixed race, growing up on free school meals in a matriarch, you either block it all out or become hyper aware. When I was younger I always observed people and social dynamics, so when I was introduced to sociology as an A Level it really was a lightbulb moment. They had theories behind everything I felt and experienced! I speak about how the sociological imagination has inspired my music a lot. I guess because I am intentionally socially conscious in my day to day life this is heavily reflected in my music. I think when I first started writing bars I used to ‘preach’ a lot of my ideas and politics, where as now, I do it more through sharing my own stories, feelings and using my platform generally. Instead of saying ‘Britain is racist’ I will say things like ‘I can’t stand pubs cause I ain’t from here’. A little more thought provoking! I think a big problem with academia is that there is so much to be gained but the language they use puts people off or isn’t accessible, I am conscious of that in my music too. 

I make music because I love it, it will always be my ride or die. It has helped me through so much and helped me make sense of the world. It has been my therapist and my voice when I haven’t had one. I always have been someone who wanted to spread a message and bring people together, or tell people about themselves haha. I think music was always very freeing for me because I still to this day struggle to share how I feel with new people, even with some friends. I just freeze. Either that or I over share and then feel embarrassed. Music has helped me find my middle ground between all of that. It has helped me speak when I have been alienated or pushed away. Writing lyrics has deffo prevented me from punching bigots in their faces. 

How have you dealt with the racist and sexist abuse from online trolls as you've blown up?

I used to argue with people all day but right now I’m in a space where I think these people are lost causes so I’ll be honest I often just send a ‘womp womp’ and move on. I am not here to convince a twat not to be a twat, as most twats are aware they are twats and just want to back it. It’s just standard projection and the worst thing to do (which I’ve tried in the past) is to try and win the arguments. Shoutout to the racist misogynists who have public LinkedIn profiles! WE SEE YOU! I do find it all hilarious though. I used to get upset but I unfortunately think a lot of people have these opinions and I think the thing that rubs me the wrong way is knowing that these people with anonymous accounts are people I’m sitting on trains with, or being served by, or performing in front of.

So much goes into building traction for an artist. You've been vlogging, making reels and doing remix challenges with fans. Do you find it frustrating that just making music isn't enough?

Not really to be honest. If anything I find it sad when artists can’t find their place in this content focused scene.  I think what makes me frustrated is seeing artists not be themselves because of this trend. I absolutely loathe videos that are like "If you like these artists, you will like my music" I think everyone simply needs to stop begging it. Remember what makes you you. Authenticity and consistency are everything. In my opinion a lot of people complaining about creating content are artists who in the past just signed deals and got automatic playlisting etc and are upset that they now can't go into the Spotify building and get extra help and that they actually have to build a fanbase. I think it’s made an equal playing field for a lot of us who have come up from the underground and have been chipping away building organic fanbases. I think new artists should be excited. Content creation lowkey changed my life, and I don’t really see the difference in this to what we all used to do before we called it content. 6 years ago I was posting short clips of my songs, me miming to the camera. My content really hasn’t changed a lot, so I do sometimes feel like people will label this stuff as negative to avoid just giving it a go. I think a lot of artists want to come across like they don't care and are nonchalant, which I understand, but don't complain about people who want to share their passion. The conversation around content is very black and white and I think theres a lot more to it. I don’t like and have never liked the memefication of music, but that has been going on way before TikTok. If the music is trash it will always catch up with someone. Cream truly rises to the top as long as you are consistent and authentic. 

What would you deem to be the biggest challenges in making a career out of music as an independent artist?

For me it’s literally just not getting in my head too much and being patient. I can have a day or two at home doing admin for example and I start getting in my head. I am such a workaholic but you have to trust the process too. Getting better at taking breaks is something I am working on! I will say as well, the work rate is no joke. If you’re trying to maintain the buzz and continue to apply pressure, you have to be willing to put every hour into this, and skip the parties, be misunderstood by friends and family. 

You've had some amazing festival and freestyle experiences, are there any that really stood out to you as "I've arrived" moments?

I don't know you know! I think Balamii IRL was a recent one that I was gassed about. I had been so busy in 2024, and was doing so many back to back freestyles and sets around that time, that was my last one of the year. I can't lie I was knackered and nervous, but I pulled up and was named ‘MVP’ of the night, which was insane. It also got love from Ghetts on X which was lit. I had some drama that week trying to stand up for social justice in my community and that was the best catharsis. A few people I look up to have referenced that as a stand out moment from me too, which feels amazing. 

How do you find it navigating parasocial relationships with fans now you have an online presence?

I’m still working this out, I try and be as mindful as I can of myself and my fans. I do not reply too often on social media, I try and reply to messages like twice a week. I prefer keeping most interactions in comments etc. While I can reply to comments I try to as much as possible, cause I know there will be a time I can’t. I’m so grateful people even care about my music, let alone all the stuff around it. I used to really struggle with the love and felt like I literally owed everyone everything for even saying I was good. I try and remind myself that people are ‘seeing’ me and that I’m allowed to be ‘seen’.  I used to try and reply to almost every message I got but I realised I’m then setting a precedent I can’t actually fulfil. Unfortunately I do frequently get messages that make me feel uncomfortable, but admittedly I just keep it stepping and try and avoid interactions with those people as much as possible. I just try say thank you as much as possible haha. 

There's a lot of discourse about streaming as the main medium of music consumption and its pitfalls for artists. On the flip side listeners may be hesitant to sacrifice the convenience and affordability it offers. As an artist, what would you deem the solution to be?

I think because fans are conscious of this issue they are slowly investing more into merchandise like vinyl, CDs and t-shirts. I think artists need to continue to see the power in this and where possible continue to invest in physical music or selling on platforms like BandCamp. I remember I never used to use BandCamp but I have been for the past 3 years and it has been so good for connecting with my fans fruitfully and them being able to invest in me more tangibly. I do get a bit worried about the streaming situation, but I also feel like it has been a gift for me in my career and has helped lots of people find my music. The streaming platforms need to just pay better. I think it should be a worldwide policy of some kind to protect musicians. I also think we all need to remember that as much as Spotify and instagram are great, if we do not transfer our fanbases into real life audiences, or fans that aren’t just following us on these platforms, are they really our fans? Once the app goes we could lose them. 

Are there any creatives (musicians or otherwise) who you're keen to collaborate with?

Lola Young, Greentea Peng, Ghetts.

Fans are gagging for a follow up to Redemption Songs. Can we expect another release in 2025?

Yes. Loads of collaborations with artists and producers. I will be dropping a bigger body of work and doing headline shows in the UK at the end of the year! 

Stream JayaHadADream on Spotify

Creative direction, article and photography by Martyn Ewoma

Styling by Jewel Kaye

Assisted by Lizzie Fox