Forward Momentum, Backward Glance: Juice Jam Headliner Jordan Ward Talks Versatility and His New Narrative Project
Article by Chioma Gregoire, University Union Editorial Board
Staff Writer | Photo by Ricky Alvarez, NPR
Stepping into the Q&A session with Jordan Ward felt less like an exclusive interview and more like a warm conversation with a friend. Headlining this year’s Juice Jam, the St. Louis R&B artist brought his inviting, down-to-earth energy to our campus, proving that his charisma is as undeniable off-stage as it is in the spotlight. Ward, whose 2023 debut album “FORWARD” established him as one of the most exciting new voices in alternative R&B, talked about everything, from his history as a professional dancer to his expansive new creative endeavor: the forthcoming project, “Backward.” The discussion gave us an intimate look at the experiences that shape his sonic versatility and the ambitious concept of "worldbuilding" behind his highly anticipated second album.
When asked about his approach to music and whether he had a favorite style, Ward’s answer was straightforward yet profound, quickly explaining the expansive appeal of his music. The 30-year-old artist noted, "Whatever range I do have comes from my experiences." This idea perfectly encapsulates the sound cultivated during his time growing up in St. Louis, Missouri. Ward described his simultaneous exposure to inner-city and suburban life—environments that instilled in him a unique ability to bridge cultural and sonic gaps. That fluidity allows him to effortlessly transition between the laid-back, soulful rhythms of classic R&B and the higher-energy, upbeat vocal delivery of modern pop and hip-hop. It's clear that for Jordan Ward, versatility isn't a strategy, but the natural result of living a full life, and as he put it, he is "working to expand [his] range every day."
Ward's reflections on his background naturally led him to discuss his upcoming project, “Backward,” which he views as a hands-on opportunity to engage in worldbuilding. Unlike “FORWARD,” this new release, tentatively slated for November, will be paired with a short narrative film giving listeners a visual entry point into the project’s themes. Ward shared the innovative concept behind his production that facilitated this intense, focused creativity: the studio house. He described it as a property with an integrated recording studio acting as a centralized space designed to streamline the artistic flow. The goal was to remove distractions and create a dedicated zone where every idea could be captured instantly. This approach allowed him and his team to dive deep into material, leading to a highly efficient and selective creative process, which he summarized perfectly: “Recording a bunch of ideas, picking the best stuff and producing them full-out.” This behind-the-scenes glimpse confirms that “Backward” is not just an album, but a carefully crafted, immersive experience.
Photo by Asia Lising
Following the discussion of his studio house concept, Ward gave attendees an exclusive, early look at the music, previewing a couple of songs from “Backward.” This immersive first listen immediately confirmed his profound passion for his craft and the intentional focus behind the album’s sound. The music reinforced the themes of creative polish and focused worldbuilding he had described. More than just a smooth sound, the tracks showcased Ward’s considerable vocal strengths, moving seamlessly from smooth, conversational melodies to powerful, soaring runs. It was clear from his energetic presentation and the sheer quality of the tracks that “Backward” is a deeply personal and creatively polished work of artistry set to redefine his boundaries.
Jordan Ward’s ability to blend his laid-back, inviting charisma with a fierce, intentional passion for his artistry is what makes his work so uniquely compelling. For all of us here on the hill, it was a pleasure welcoming him to the Orange family during his performance. The hands-on, worldbuilding approach to “Backward” shows an artist fully invested in his narrative and creative vision. It’s clear that the journey from “Forward” to this new project isn't just about recording music; it’s about deep personal and artistic development. Be sure to look out for “Backward,” which is set to drop this November, and follow Ward’s journey.
