AYAM JC Redefines What It Means to Be “Rich” With New Music Video Celebrating Buffalo's Creative Community

Buffalo, New York hip-hop artist AYAM JC is bringing his community together with the release of his music video for “Rich,” a high-energy celebration of friendship, loyalty, and the people who make success meaningful. Released independently through SS Global Entertainment, the visual challenges conventional ideas of wealth while spotlighting the artists and creatives making a difference in their hometown.

For AYAM JC, whose real name is JC Mwibanire, being rich has little to do with money. Instead, it's about having people who support one another, share responsibilities, and show up when life gets difficult. That philosophy takes centre stage in “Rich,” where the people featured aren't simply background performers but members of the community he's celebrating.

The video brings together Buffalo creatives including community organizer Buffalo Bam, dancer and musician Jewk The Philosopher, and recording artists Audi3k, Brandon Dant’e, Suave Neek, and Skoob the Dean. Produced by Walter “SG Retro” Hollins and mixed by Bryant “ToneyBoi” Toney, the visual was directed by Phu Trans and Kerri Perry, with assistance from Brandon Dant’e.

Beyond music, AYAM JC operates Free Sammy, a Buffalo nonprofit initiative providing free turkey sandwiches to individuals facing financial hardship, unemployment, homelessness, disability, and other challenging circumstances. Many of the creatives featured in “Rich” also contribute to the initiative, making the video a reflection of their shared commitment to giving back.

Having previously released projects including Bread Head, Light the Ugly, and Twisted, AYAM JC continues building an independent career around what he calls “self emancipation music,” encouraging listeners to embrace their individuality and define success on their own terms.

Rather than following a traditional streaming-first approach, AYAM JC is making the “Rich” music video available for direct purchase, allowing supporters to own the MP4 while supporting his independent work.

The video is available beginning October 31 for $1.10 through Payhip at https://payhip.com/AYAMJC.

Those interested in supporting Free Sammy can learn more at www.ayamjc.com/freesammy or contribute directly through https://gofund.me/04785b65d.

With “Rich,” AYAM JC makes his message clear: real wealth isn't measured by what you accumulate, but by the people you stand beside and the community you're willing to build together.

Your new video for “Rich” challenges the traditional definition of wealth. What experiences made you realize that community and meaningful relationships were more valuable than financial success?

After hitting rock bottom and needing help getting back on your feet. Also when you need to progress as a group instead of individually. These experiences taught me real wealth is having people around you who show up for you, help you grow and move forward with you.

You describe your music as “self emancipation music.” What does that philosophy mean to you, and how has it shaped your identity as an independent artist?

To me, self-emancipation music means learning to do for yourself, figuring things out  for yourself, not rushing the process so you truly understand yourself, and do what you need to do, to get where you need to get, otherwise you get stuck.

That philosophy turned me into a person that keeps going. I'm finding new things to learn that I didn't know I needed to learn, and I keep getting inspired by life so the journey keeps going.  

The “Rich” video features Buffalo artists and creatives who are also involved with your Free Sammy initiative. Why was it important to put these individuals in the spotlight, and what do you want people to understand about their contributions to the community?

It was important to put these individuals in the spotlight because, without them some of the success in life wouldn't have been possible. I've been through real life-or-death situations with some of them, experienced breakthroughs with others, got inspiration from some, and motivation through others. They all contributed to my journey in different ways so it's only right that we win together.

I want people to understand that living the lives we live isn't always easy but we find ways to make things possible by showing up &  coming through for each other when things get real. These artists and creatives make music & create art but they also contribute to their communities, support each other, and help make progress possible.

Through Free Sammy, you're addressing food insecurity while building a network of artists who support their community. What inspired you to start the initiative, and what are the biggest challenges you've faced keeping it running?

There is only one grocery store from downtown Buffalo, to the parkside college area in the 14208 & 14204 zip codes combined, so people need better access to food and community resources. So action is happening through Free Sammy by starting with something as simple as providing free turkey sandwiches to people in our communities.

One of the biggest challenges is keeping the initiative running consistently while working with limited resources. Our kitchen rental fee, ingredients and everything is paid for out of pocket and in house. We need funding, supplies, volunteers, transportation, and reliable places to prepare and distribute meals. Anyone can donate through our gofund me (link) and cash app (link). We also have a website where people can learn more about us. 

You're releasing the “Rich” music video directly through Payhip rather than relying solely on traditional streaming platforms. What motivated that decision, and what do you think independent artists need to understand about ownership and earning directly from their audiences?

My motivation is wanting to get paid for my product as a business, and with that comes cutting out the middleman. You gotta explore opportunities to sell your work directly to your audience instead of counting on streaming platforms.

I think artists need to understand that owning your work and earning directly from your audience are possible and not unrealistic or out of reach, but you gotta lay a good foundation with a lot of different parts and that takes time. I'm still working on mine.