Jay Sean’s new video...
Sunday, November 09, 2008
I wonder what the budget was for it. Although the last few far from looked cheap, this one certainly has taken things up a notch.
One thing I did intriguing was the use of a black model (rather than an Asian or a mixed race one) and her very strong presence in the video. From an image and marketing perspective, it seems to be a very logical and thought out decision; Jay, to further himself in the mainstream arena, needs to less push his Asian identity in order to minimise being sidelined as an "Asian artist". In an obscure way, the black model (and I'm sure the presence of Wheezy and co. in future videos) adds a level of authenticity to the song (it being music of black origin and all).
On the topic of Asian R'nB artists. I recently stumbled across Zee Kay (http://www.myspace.com/zeekaymusic). If anyone hasn't heard of him, I suggest they look him up; he seems to be a very promising Asian act. What defines him from the rest is that he is closely working with the founder of Big Brovaz (they had HUGE success a few years back), and also his music is very very approachable. Rather than going for an exclusively Asian sound/look in an attempt to build a base of desi fans before trying to tackle the mainstream, he seems to be heading straight in, head first. This not only makes it less likely for him to be categorised and pushed in the corner as just another Asian act, but also gives him a massive amount of credibility for the level of confidence. The added element of Mr Skills in the picture, with his proven track record, further perpetuates his likelihood of success.
I'm sure 2009 is going to prove to be an exciting year for Asian artists. Jay Sean, Zee Kay… and not forgetting Mumzy (wherever he seems to hiding!).
One thing I did intriguing was the use of a black model (rather than an Asian or a mixed race one) and her very strong presence in the video. From an image and marketing perspective, it seems to be a very logical and thought out decision; Jay, to further himself in the mainstream arena, needs to less push his Asian identity in order to minimise being sidelined as an "Asian artist". In an obscure way, the black model (and I'm sure the presence of Wheezy and co. in future videos) adds a level of authenticity to the song (it being music of black origin and all).
On the topic of Asian R'nB artists. I recently stumbled across Zee Kay (http://www.myspace.com/zeekaymusic). If anyone hasn't heard of him, I suggest they look him up; he seems to be a very promising Asian act. What defines him from the rest is that he is closely working with the founder of Big Brovaz (they had HUGE success a few years back), and also his music is very very approachable. Rather than going for an exclusively Asian sound/look in an attempt to build a base of desi fans before trying to tackle the mainstream, he seems to be heading straight in, head first. This not only makes it less likely for him to be categorised and pushed in the corner as just another Asian act, but also gives him a massive amount of credibility for the level of confidence. The added element of Mr Skills in the picture, with his proven track record, further perpetuates his likelihood of success.
I'm sure 2009 is going to prove to be an exciting year for Asian artists. Jay Sean, Zee Kay… and not forgetting Mumzy (wherever he seems to hiding!).
Jay Sean’s new video...
I wonder what the budget was for it. Although the last few far from looked cheap, this one certainly has taken things up a notch.
One thing I did intriguing was the use of a black model (rather than an Asian or a mixed race one) and her very strong presence in the video. From an image and marketing perspective, it seems to be a very logical and thought out decision; Jay, to further himself in the mainstream arena, needs to less push his Asian identity in order to minimise being sidelined as an "Asian artist". In an obscure way, the black model (and I'm sure the presence of Wheezy and co. in future videos) adds a level of authenticity to the song (it being music of black origin and all).
On the topic of Asian R'nB artists. I recently stumbled across Zee Kay (http://www.myspace.com/zeekaymusic). If anyone hasn't heard of him, I suggest they look him up; he seems to be a very promising Asian act. What defines him from the rest is that he is closely working with the founder of Big Brovaz (they had HUGE success a few years back), and also his music is very very approachable. Rather than going for an exclusively Asian sound/look in an attempt to build a base of desi fans before trying to tackle the mainstream, he seems to be heading straight in, head first. This not only makes it less likely for him to be categorised and pushed in the corner as just another Asian act, but also gives him a massive amount of credibility for the level of confidence. The added element of Mr Skills in the picture, with his proven track record, further perpetuates his likelihood of success.
I'm sure 2009 is going to prove to be an exciting year for Asian artists. Jay Sean, Zee Kay… and not forgetting Mumzy (wherever he seems to hiding!).
One thing I did intriguing was the use of a black model (rather than an Asian or a mixed race one) and her very strong presence in the video. From an image and marketing perspective, it seems to be a very logical and thought out decision; Jay, to further himself in the mainstream arena, needs to less push his Asian identity in order to minimise being sidelined as an "Asian artist". In an obscure way, the black model (and I'm sure the presence of Wheezy and co. in future videos) adds a level of authenticity to the song (it being music of black origin and all).
On the topic of Asian R'nB artists. I recently stumbled across Zee Kay (http://www.myspace.com/zeekaymusic). If anyone hasn't heard of him, I suggest they look him up; he seems to be a very promising Asian act. What defines him from the rest is that he is closely working with the founder of Big Brovaz (they had HUGE success a few years back), and also his music is very very approachable. Rather than going for an exclusively Asian sound/look in an attempt to build a base of desi fans before trying to tackle the mainstream, he seems to be heading straight in, head first. This not only makes it less likely for him to be categorised and pushed in the corner as just another Asian act, but also gives him a massive amount of credibility for the level of confidence. The added element of Mr Skills in the picture, with his proven track record, further perpetuates his likelihood of success.
I'm sure 2009 is going to prove to be an exciting year for Asian artists. Jay Sean, Zee Kay… and not forgetting Mumzy (wherever he seems to hiding!).
Subscribe to:
Post Comments (Atom)
