JORJA SMITH SHARES THE STUNNING VISUAL FOR "ON YOUR OWN"
Taken From Her Recent Album 'Lost & Found'
- Genre : Pop
- Type: News
- Author : Team ARTISTdirect
- Date : Wed, 19 Sep 2018
In the wake of winning "British Breakthrough Artist" at both the GQ Men Of The Year Award and AIM Awards, today Jorja Smith unveils the incredible visual for "On Your Own" - a track taken from her critically acclaimed, Mercury Music Prize-nominated album, Lost & Found. Directed by Rashid Babiker - who also directed the visual for Jorja's previous single "Teenage Fantasy" - the video sees a young woman reading a loaned library book titled Jorja Smith. As she turns the pages, a tale of love and lust unravels, with Jorja performing the track in various stylized settings.
Speaking on the video, director Rashid Babiker - states:
"Before Jorja even asked me to come up with a concept for "On Your Own", as a thought experiment I was imagining books, the hardback clothbound ones, being retrofitted into interactive photobooks, or video books sometime in the future when print is in the terminal stages of obsolescence.
I imagined them to be like those 1940's gramophones that bare the Dolby digital insignia and have Bluetooth connectivity but aren't gramophones; the ones that visitors mistake for vinyl players, the same visitors that mistake you for being cold hearted enough to correct them.
To stage it in a way fitting for the song I channelled imagined-nostalgia from the perspective of a girl, a fan of Jorja, who's living in an intentionally anachronistic world where these videobooks exist and cassettes are the new, old vinyl of today. Even with the nondescript time period, from the year markings in the book you can determine the book is from Jorja's "lost & found" period and the world is set a bit further into the future.
The whole thing works as a music video by having a great song firstly, Jorja always makes it easy in that respect, interesting content on the pages (just like a good book), thematic parallels to the lyrics, and choreographed page turns that act as cuts. But then it's a real jigsaw puzzle piecing everything together!"
Jorja Smith released her hugely anticipated debut album Lost & Found in June this year, which was followed by an array of outstanding reviews and subsequently charted at No.3 in the UK charts. On her debut offering, Smith's playfully infectious pop spirit intertwines with her youthful charisma, idiosyncratic storytelling, and informed opinions - attributes that have set her apart from her peers and seen her become one of the UK's most-loved female-breakthrough stars of recent years. With a BRIT Award win, millions of streams and sold-out tours all achieved in just two years - Jorja Smith's rise to stardom has been nothing short of meteoric.
Bursting onto the scene in 2016 with her critically acclaimed debut single 'Blue Lights', Jorja was subsequently tipped for success by a plethora of publications including The Times, The Fader, i-D Magazine, The Guardian, NPR, Pitchfork, Vogue and many more. In 2017, Jorja, went on to support mega-star Bruno Mars on the US-leg of his world tour, collaborated with global lyricist Drake ('More Life') and also co-wrote 'I Am' - her solo single on the #1 Black Panther soundtrack - with the man himself, Kendrick Lamar. Kicking-off 2018 as BRITs Critics' Choice winner, she followed with her sensational single "Let Me Down"; a stunning, frank, and honest track which featured an emotion-filled rap from British MC Stormzy. Shortly after, Jorja embarked on her third sold-out US tour, with a debut performance at Coachella plus late night TV debuts on Jimmy Kimmel Live! and The Tonight Show Starring Jimmy Fallon. Jorja graces the September issue of V Magazine, on stands now.
Now, after an incredible debut and 4 sold out tours, Jorja is about to embark on her fifth North American tour in November, playing headline shows across the US and Canada - her biggest tour to date.