Thursday, 9 September 2010

In the Dark, JoJo - New Music Video

First heard it on Ali's Blog and was pretty excited to hear that this was JoJo first single from her album, 'Can't Take That Away From Me' (Mixtape exclusively from Rap-Up). I listened to the album and it was good however this song certainly stood out for me. It's sexy, mature, smooth and has a mellow beat you can unwind to. I haven't really been a fan of her though she has had some catchy hits like 'Leave (Get Out)' and Too Little, Too Late but this song shows her maturity and soft sexiness.

Watch her new viral video here:

I love the simplicity in this and the concept is great and artistic. I love the blindfold and how the sense of sight is cut off and you're simply 'in the dark'. I like how she subtly uses sex in this and it's not in your face; also the monochrome is a classy and emotive edit with a slight fashion twist. Sometimes less is more and this case it works in 19 year old, JoJo's favour.

Rap-Up says:

Can't Take That Away From MeJoJo sheds her good girl image for a more risqué one in the viral video for “In the Dark,” the first single from her free mixtape Can’t Take That Away From Me, available for download now. The blindfolded singer gives into her physical desires in the provocative clip, while bold words such as “truth,” “sex,” and “wrong” pop up on the screen.

Directed by Nicole Ehrlich (Lady Gaga) and Clarence Fuller in New York, the scenes were originally shot in color and a decision was later made that black and white would best convey the lyrics and mood. JoJo opted to go a more minimalistic route, pulling inspiration from Madonna’s early obscure work.

“I think ‘In the Dark’ is different than anything people have heard from me before,” JoJo told of the Jordan Gatsby production. “It’s a very sensual record and there’s an undertone of sadness to it.”

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