Vevo was now adding to their model the funding of music video for certain emerging artists that they co-sign.
Today, the first of those videos is being released, and it is by buzzing London singer/songwriter Jorja Smith, who released her debut EP, Project 11, last fall. The visual debuts Smith’s new song “Beautiful Little Fools,” which apparently she wrote at the young age of 16 years old. Jorja revealed that she was inspired to write the lyrics after reading “The Great Gatsby” and, in particular, a passage from the book in which Daisy expresses her hopes that her infant daughter would “be a fool – that’s the best thing a girl can be in this world, a beautiful little fool.”
Jorja took issue with this statement and so used the phrase to form the basis of her song, in which she laments the restrictions that society and established social constructs place upon women.
The Hector Dockrill-directed music video – released on International Women’s Day – draws upon the “Gatsby” aesthetic and sees three versions of Jorja from different walks of life crossing paths. Check it out below.