When I posted about British electro-soul singer Jessie Ware‘s forthcoming new single, “Tough Love,” last month, I don’t know if you could tell or not but I’m pretty F**KING EXCITED FOR THIS RECORD! Well, now that the BRTHR (Alex Youki Lee + Kyle Garrett Wightman)-directed video is out, it’s safe to say that my excitement has increased ten fold.
BRTHR‘s less is more approach with this video is very much appreciated. Beautifully shot, Jessie looks absolutely stunning throughout, oftentimes wearing little to no visible makeup. The video plays like one massive dream sequence in a movie…or even a drug trip of some kind. Portions of the video seem like a photo flip book with Jessie standing in some sort of forest clearing, staring off into space or lying down in a field of flowers. Intercut throughout, are short sequences of Jessie running through a tunnel, some girl in a bathtub, a man in a dark room…it’s all very horror-movie like and I think I like it. The video is book-ended nicely with a black & white/sepia tinted Jessie Ware singing in a field.
I’m not really 100% sure what I’m watching in the “Tough Love” video but I don’t think it really matters. This video isn’t story focused. The images complement the song perfectly…slightly offbeat and dark but aesthetically pleasing. These visuals are utterly mesmerizing, bringing to mind the work of film director Tarsem Singh who directed Jennifer Lopez‘ in the trippy but visually out-of-this-world STUNNING 2000 film, The Cell.
“Tough Love” is the first single from two-time BRIT Award nominee Jessie Ware‘s forthcoming sophomore album. The follow up to her Mercury Prize-nominated debut, Devotion, features production from BenZel (Two Inch Punch + Benny Blanco), who serve as Executive Producers on the as-yet-untitled project. The album will be out later this year via PMR Records/Friends Keep Secrets/Interscope Records. “Tough Love” will be released in America on July 22nd (iTunes) and in the UK August 4th (iTunes). Watch the video BELOW and listen to the first official remix (so far) by Cyril Hahn (ABOVE).
Check Out Jessie Ware on the web: