King Cruff Lands on Billboard’s Fresh Picks

It’s one thing to drop a catchy record. It’s another thing when Billboard steps in and gives it a stamp of approval.

Toronto artist King Cruff just earned himself a spot on Billboard’s Reggae/Dancehall Fresh Picks of the Month with his latest single “BUNCH”, and the city is buzzing. Being named on Billboard’s Fresh Picks list is a serious stamp of approval and a strong co-sign for an artist who’s been steadily carving out his own lane, blending hip-hop, dancehall, and raw charisma into something that sounds like the future.

“BUNCH” is witty, bold, and intentionally layered. At the core of it is a hook that’s impossible to ignore ‘Don’t you know Jamaican men do not cheat?’ But as funny as the song is, it's actually talking about being faithful to your partner. ‘Stand at attention when I stand up for my queen’ is talking about being there and being present for your partner. The line ‘Don’t you know Jamaican men do not cheat’ serves as a reminder that Jamaican men are the original ‘lover mans.’

The inspiration came from the old-school dancehall he grew up on. Tracks that were witty, a little sarcastic, but always honest. This one came out in Cruff’s own voice, blending that energy with his hip-hop flow and a message that still hits.

That message clearly hit. The Billboard team picked it up as one of their top reggae and dancehall releases, spotlighting not just the record, but the movement behind it. For King Cruff, who reps both Toronto and his Jamaican roots with pride, this kind of recognition matters.

Don Mills (photo credit: Don Mills Facebook) • !llmind (photo credit: Jessica Xie)

Produced by 2X GRAMMY winner and 12X GRAMMY nominee !llmind and Don Mills (J. Cole, Giveon, Juice WRLD), “BUNCH” isn’t just a vibe  it’s a statement. The bass is heavy, the drums snap, and Cruff’s rapid-fire delivery slices through it all with purpose. It’s the type of track that grabs your attention in the first five seconds and doesn’t let go.

And it’s not just Billboard paying attention. King Cruff is already building momentum with major festival slots this summer, including Festival d’été de Québec, Sommo Festival, NXNE, Cali Vibes Festival, Departure Festival, Breaking Sounds in Brooklyn, and an opening set for The Roots at Backyard Music Festival. He also picked up a JUNO Award nomination for Reggae Recording of the Year for his single “FALLBACK” featuring Runkus proof that this moment isn’t a fluke, it’s part of a steady rise.

With “BUNCH”, King Cruff isn’t just chasing numbers. He’s building a legacy and now the industry is starting to catch up.

Toronto might’ve already known what he was capable of. Now Billboard knows too.