JAiDE is the mysterious London-based songstress that grew up on a musical diet of some of the greatest soul and reggae talents – and it shows. With a musical education consisting of the likes of Lauryn Hill, Erykah Badu, D’Angelo and Maxwell, JAiDE has adopted her elements of her heroes works and whipped them up into a sound that cements her as a contemporary soul princess. Her lyrics tap into issues we can all relate to (mainly personal relationships) and the ups and downs that go along with them, while her smooth vocals come straight from the heart. She’s got the whole soul thing down.
In the video for her newest track, “No No No” – which is all about not realising what you’ve got until it’s gone (tell us about it), and was written after a break up last summer – JAiDE gives us the sweetest acoustic performance inside a London warehouse. Taking her sound outside traditional locations and keeping with JAiDE’s signature aesthetic, the video (directed by Hamish Stephenson) is visual evidence of JAiDE’s natural aptitude for staying on the musical ball. The video itself is a smoky, hazy sight; in her pale surroundings, JAiDE wafts like an ethereal goddess, matching her heavenly vocals and the electronic keys. The acoustic performance highlights JAiDE’s talent – she doesn’t need a heavy bassline or layers of synths to show that she’s got talent. JAiDE is one of London’s brightest young sparks.