The track, which has racked up an impressive 750k views so far, has caused a ripple in the press and vegansphere.
It has also had a lot of attention from non-vegans, and while most of the feedback has been positive, there have also been accusations of misogyny, as well suggestions that Brave is eating chicken and wearing leather in the track's video.
According to Brave, who describes the pro-vegan track as 'a comedic but serious public service announcement': "I find it so funny that people would think, as a conscious and conscientious vegan putting myself in the public eye, I'd be eating chicken and wearing leather in the video."
He wants to reassure people that the 'chicken' he eats in the video is actually seitan from vegan fast food eatery Temple of Hackney, and his jacket is made from non-vegan leather, as is his watch strap.
He adds: "People are so eager to find fault these days that it can feel masochistic even starting. Critics have been quick to label me a fake vegan, slam me for my Nike trainers and call me sexist for my portrayal of my girlfriend."
He also addresses issues regarding the possession of non-vegan items, explaining that he is not one for disposable fashions and maintains a lot of the same wardrobe he's had for over a decade.
Whilst he concedes that he has purchased a lot of new vegan items, he is adamant that his leatherwear predates becoming vegan.
"I'd no longer buy anything that wasn't vegan, but I am also anti-obsolescent and my old [leather] shoes, bags and belts are maintained with almost sacrificial respect," he says.
"Having said that, things like my vintage biker jacket just don't seem worth the confusion for people I come into contact with and so I've gifted it to a friend who is actually a biker."
Brave says the point of the rhyme was to 'highlight that we are all protein'.
"Men, women, cats, dogs, fish, birds etc [are all protein] and so to put any sentient being on a pedestal for special treatment is against my beliefs," he says.
"I singled out women in the song contextually, because I am a heterosexual man, but it wasn't to say that I am not mere protein too."
He says he believes it is important to examine legitimate issues that arise within his own art and in the movement, and adds: "I just find that if we are trying to create a cohesive and inclusive movement we won't get anywhere with point scoring or name calling.
"This isn't to say that real issues should be swept under the carpet in the name of art and fun, but there should be a stiffer examination of the evidence before it becomes a backlash."
Another issue Brave wants to tackle publicly is Western complicity in world suffering when it comes to engaging with companies like Nike and WeWork, and buying their products.
He believes: "It is impossible to be 100 percent vegan whilst still being part of modern society. The technology that we share these conversations on is built on third world child labor, and our status as Westerners predicates our complicity in most of the world's suffering.
"This isn't to say, however, that we can't make more conscious decisions at point of sale."
Jay Brave is excited about his upcoming performance at London's Vevolution Festival on November 25, where he will appear alongside vegan personalities including Heather Mills and Made In Chelsea star Lucy Watson.
He confirms he will be performing his debut smash hit, as well as talking about his journey to becoming vegan.
"I am looking forward to performing at Vevolution because it feels like home," he says
"My debut performance of Vegan Shut Up was actually at a Vevolution event back in April.
"Also, you may have noticed that I am front and central in their promotional material for the festival so, one way or another, everyone there is gonna know my face!"
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Some of our articles are published as a team, which means the article has been produced by a collection of people rather than one author. If you have any questions regarding what is written above please contact us.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.