In the wake of winning ‘British Breakthrough Artist’ at both the GQ Men Of The Year Award and AIM Awards (and generally a sensational 2018), Jorja Smith today unveils the incredible visual for “On Your Own” – a track which comes off 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 and literally comes to life, with Jorja performing the track in various stylised settings.
Speaking on the video, director Rashid Babiker – states:
“…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. 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.”