UK singer JONES joins the fray with the release of the video for her sultry soulful pop single "Giving It Up" which sees her return to form since her debut LP New Skin some three-and-a-half years ago. JONES recruits the production prowess of rising producer/artist Fyfe (Kimbra, Foxes) and Mike Spencer (Rudimental, Zara Larsson, Tom Walker) who all help her craft the perfect warm canvass to match her soulfully elegant vocals.
The East London raised act delivers a unique take on the ubiquitous loved up anthem laced with a feel-good summer vibe on the track. Backed by lush atmospheric synths, silky synths, and soft head-nodding drums, she taps into the spirit of summer love to express her innermost feelings for the one that brought light into her life. She explains via email that, "‘Giving It Up’ is a chocolate addiction confessional turned audio diary entry about a story where I found love in a very unexpected person… it also feels like the start of summer.”
The visual's exotic vibe can be credited to the Bosnian-Canadian filmmaker and musician Nina Ljeti who directed it, while the edits were handled by Vern Moen. The video focuses on JONES looking elegant and stylish on a beachfront location. Her subtle performance is complemented by a succession of striking images. The visuals chart the natural beauty of how a variety of types of weather impacts upon the coast, from hazy sunshine to sweeping clouds to sudden strikes of lightning. It's actually cool that the director stayed away from the obvious summer tropes on this one and gave a more abstract presentation of the song's theme.
"Giving It Up" is just a tip of the proverbial iceberg and JONES is currently back in the studio working on more music.