PMF: Heir Jordan Brings the Pretty Boy aura back, and the Ladies Are Listening
- saharanbl
- Jun 17
- 3 min read
Heir Jordan is a rapper first. With his latest release, PMF, the Paterson artist sets out to make that fact crystal clear, and in the process, reminds listeners that style, confidence, and lyrical precision are far from mutually exclusive.
“PMF is one of those records where the energy was already high from the beat alone,” Jordan said during our recent conversation. “But I didn’t just want to match that energy. I wanted to elevate it. I wanted the vocals to speak to the confidence and the reflection that comes with being fly, and knowing it.”
That self-awareness is baked into the hook: Mirror, mirror on the wall, who’s the prettiest of all? For Jordan, the line is more than a clever flip. It’s an intentional return to the image of the “pretty boy” in hip-hop, a figure that once defined entire eras of streetwear, confidence, and charisma, especially in places like Harlem and North Jersey.
“Not every street dude is a goon,” he explained. “The men that raised me were some of the flyest people I’ve ever seen. I wanted to bring that energy back. It’s not soft. It’s raw, but done beautifully. The Black man is beautiful, and we need to show that in every way possible.”
The production for PMF came from rising producer Cedes, who laid the foundation for what would become one of Jordan’s most complete records to date. As executive producer, Jordan pushed the record further by adding live horns, strings, and additional instrumentation, working with a small circle of musicians to bring a richer, more cinematic feel to the track.
“I want to bring musicianship back to hip-hop. We’re losing the art of players playing on records. Sampling, scratching, all the stuff hip-hop was built on, it’s getting pushed to the side,” Jordan said. “This record was my way of blending those textures with something fresh.”
That philosophy extended into the video. In recent months, Jordan’s film Don’t Die in Paterson has gained traction, but also caused a bit of brand confusion. Some fans began to associate Jordan more with the world of acting and directing than with music. That, he said, needed to be corrected.
“We had to remind people that I’m a rapper before anything else,” he said. “The film is a commercial. The music is the mission.”
To do that, he reached out to his trusted collaborators Majes and Stephon, and together they shot four music videos in a single day, across several locations. Stylist Jadyce helped bring the visual language of the music to life, curating a wardrobe that reflected the polish and edge of the record itself.
“We wanted to give people more than just what they’re used to,” Jordan said. “We’ve all seen the 100 guys in the kitchen with guns. We’ve done that. It’s time for something new. Something elevated.”
The gamble is paying off. PMF is already gaining strong traction online, particularly with women, who have started using the track as background music in their own videos and reels across platforms. Social media is filling with snippets of the song accompanied by quotes, style edits, and affirmations, making it clear that the record is resonating in ways that go beyond just sound.
“This is why we do it,” Jordan said. “To connect. To make something that lives with people. That makes them feel seen.”
With PMF, Heir Jordan doesn’t just deliver a hit. He delivers a perspective. One that reclaims elegance and attitude, re-centers confidence in artistry, and proves that fly is far from finished.
Stream PMF now and stay tuned for the upcoming visuals.
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