Having stunned London over the bank holiday weekend with show-stopping sets at All Points East and Amex Afters, JADE talks fame, fun and her forthcoming debut album, That’s Showbiz Baby.
I can’t help but feel a growing sense of déja vu. As All Points East, the series of eclectic day festivals situated in East London’s charming Victoria Park, comes to a close, joy, melancholia, and nostalgia all counteract each other within this writer’s tired but richly fulfilled soul. When the lights go down on The Maccabees’ comeback headline extravaganza on Sunday night, an apex of wistfulness is accomplished. Summer is over.
Alas, we must not wallow in what can not be repeated, but rather celebrate what has happened and anticipate what is to come. As the residents of the Metropolis and journeyers from further afield have come to expect, All Points East is the perfect way of bidding the season adieu. Across the bank holiday weekend, the festival shone brightest, with Barry Can’t Swim, RAYE and the aforementioned returning indie heroes all headlining their own respective musical Eden.
There was something for everyone – whether you enjoy scrambling your brain to Orbital or getting euphorically sweaty with The Cribs (both for me). But unsurprisingly, among the most universally undeniable sets of the weekend came in the early evening on Saturday.
JADE, well-versed in the idiosyncrasies of powerhouse performance, demanded the attention of one of the weekend’s biggest crowds. She dipped tastefully into the discography of her prior X-Factor-winning entourage whilst setting her sights on presenting her current and future manifesto, coyly compelling spectators at both her park set and the Amex Afters – a steadfast late evening afterparty from APE’s most fervent supporter – that followed a stone’s throw further east at Colour Factory.
So what is there to say about the South Shields sweetheart and Wonderland cover alum? Plenty.
Stepping out solo – especially within the judgemental confines of pop music – is a demanding, often predestined-to-be-doomed endeavour. But immediately with her Ivor Novello-nominated debut solo single “Angels of My Dreams”, it was obvious JADE had circumvented the curse. It’s undoubtedly one of the quintessential British songs of 2024, with plate-spinning sonics, a goosebump-inducing vocal performance, and a vivid yet artful lyrical exploration of the vacillations of fame.
Several singles (and a flawless Glasto shindig) have followed since the July 2024-shared inaugural cut; the nocturnal sensuality of “IT girl”, the electro-tinged balladry of “FUFN (Fuck You For Fun)” and most recently the emotional effervescence of “Plastic Box”. A recent collaboration with Aussie party starters Confidence Man for “gossip” showcased a penchant for fun. They’re all savvy, comprehensive pop jams in their own right, building towards a forthcoming full-length opus.
Set for introduction on 12th September, the 32-year-old’s debut album That’s Showbiz Baby looks sure to settle itself into the contemporary British pop canon, and ascend JADE further into a unique league of musically progressive, arena-filling superstars. The title is telling – the record reflects on a whirlwind coming-of-age in the spotlight for her. “Sometimes I want to run away to Costa Rica with my boyfriend and dogs but I know I never will because I’m too addicted to the pull of pop,” she playfully admits, wary of the toll of notoriety but full of acknowledgement of her own ambitions for artistic prosperity. Even in a packed autumn calendar for albums, JADE’s release is scoldingly awaited.
In the days running up to her stunning showcase at APE and Amex Afters, we found time to connect for an open conversation. Below, JADE reflects on becoming a solo artist, looks ahead to her debut album, and reveals her favourite after-party afflictions.
Listen to JADE’s latest singles…
Read the exclusive interview…
Hey JADE! How are you? How has your summer been?
My summer has been very quick and very eventful! I’ve had the best time doing my first solo festival run – it’s been a great way of showing new fans what I’m capable of and getting me ready for my own tour.
Now that the dust has settled on your breakout as a solo artist, how do you reflect on the whirlwind period?
It still feels like a fever dream. I built up my debut moment so much in my head for three years, then it happened, and it feels like I blinked and now I’m here. I’m really proud of myself for taking the risk with a song like “Angel of My Dreams” – it’s opened so many doors for me. The reviews and response were mind-blowing and showed me that being true to myself creatively is what’s best.
What has been the toughest thing? What’s perhaps been easier than you expected?
The toughest part for me is the continuation of the debut. It made such a mark, and obviously was also going to have so much hype with it being the first thing people saw. Sometimes I put pressure on myself to maintain that extraness, but have to remember I’ve made so much more amazing music and everything that’s meant to be will be. That and the negative stuff online feels tougher now I’m on my own. My willpower to stand my ground creatively has been easier than expected. I’ve surprised myself with how naturally it has come to me on my own to own what I want to do and be content with whatever the outcome of that is.
We loved your recent track with Confidence Man – “gossip”. How did the collaboration come about? And talk us through putting together that cinematic flirt-fest of a visual?
We followed each other on Instagram after I saw them perform at the Rolling Stone awards, and I thought they were unhinged in the best way possible. I’m always drawn to artists who are a little weirder or seem to just genuinely be having fun with what they do. They reached out with “gossip”, and I went to the studio to finish it together. I love the video so much. India Harris also directed “Plastic Box” and works a lot with Conman – she just gets it. It’s flirty and it’s silly.
Your debut solo studio album will be released on 12th September! How are you feeling about the achievement?
I can’t believe I’m finally here! To me, this album is a labour of love, discovering who I am on my own and a reflection of the music I loved growing up. I’ve learnt so much during this process – finding my people, pushing myself and believing that I am that bitch ha! I hope people listen to it and understand my brain, and can literally hear how I experimented to figure out what the Jade sound became.
What has been the creative process of putting the body of work together?
Because this was the first record, it was a long and sometimes exhausting process. I spent the first couple of years speed dating writers and producers and finding the people I love working with the most, which would be whoever allowed me to be as weird as possible or who made me feel the safest in sessions. It was hard reconditioning myself to not think I need to churn music out immediately – having the patience to wait for the right music and moment. And because of that I managed to write my best music and become a better artist.
What was the initial concept? What were the sonic influences?
The concept originally was just about finding myself. I was a bit lost at first so I guess the music also felt that way. But the more confident I became the more I wrote about my personal experiences in the music industry, navigating that alongside my personal life, all the ups and downs that came with it. Sonically I always knew I wanted to reference sounds I’d loved from my childhood, from before Little Mix. I think the album is a Frankenstein pop mix of hyper-pop, Motown, 80s ballad synths and clubland classics.
Talk us through the choice in name, That’s Showbiz Baby?
There was a different album title originally, which I decided on before I’d even written the first song. I can’t tell you because I might still use it! When I released “IT Girl”, the fans latched onto the ‘that’s showbiz baby!’ lyric and changed my mind about what the album should be called. It made so much more sense given that all my visuals referenced it. So I have them to thank!
Having grown up in the spotlight, how is your relationship with ’showbiz’ and what is your outlook on fame?
I love it and hate it. I think when you enter the industry young, whatever happens at the start shapes who you become or at least frames your mindset of what life is supposed to be like. For us that meant invasion of our privacy, putting work before anything or anyone else and constant compromise. But it also felt amazing – being in my dream girlband, travelling the world and doing what I love the most – writing and performing. So from then until now it’s an ongoing conflict in my head, gratefulness, gratitude and resentment. I never wanted to be famous, and I was definitely too young to understand what it even meant, but you can’t just switch that off and ‘unfamous’ yourself when it’s too much. So you learn to live with it, and play the game.
What and who has helped you stay grounded in your life?
I’ve always surrounded myself with family and friends that I’ve known most of my life. It’s kept me sane. I’ve seen so many artists over the years lose themselves by being surrounded by yes people or those who don’t have their best interests at heart. I go home and my mam expects me to still do my washing and tidying. I still live with my best friend from school. Jordan has become my peace too, and my house is my little grounding sanctuary.
We can’t wait to see you playing alongside the likes of Raye and Tyla at Victoria Park for All Points East! Which artists are you looking forward to catching the most?
I’m excited to see Tyla! Also I love Nao so much (“Another Lifetime” is one of my favourite songs of all time) and can’t wait to watch her. I’ve watched Raye perform many times as we’ve done a lot of the same gigs but I NEVER tire of watching her do her thing. She really is a once-in-a-lifetime kind of talent.
You’re headlining Amex Afters – what can attendees expect from the live show?
Amex Afters will be a celebration! I really love getting to do gigs like Amex Afters because you can really feed off the energy of the crowd. It almost feels like a lock in with mates at these sort of events and creates more personal/off the cuff moments. It will be a party!
What’s your go-to afters location?
Any gay bar usually. Or a mate’s afters house party – but it has to be someone you know has house party experience and can bring the right vibes.
What’s your go-to afters song?
I love “Acapela” by Kelis and David Guetta, it just always scratches an itch. Or any clubland classic for the nostalgia.
What’s your go-to afters drink?
After years of experience, I always stick to one drink of choice and have a glass of water in between each drink. Trust me – it will save you from the dreaded hangover! I love anything rum based and a mojito is my favourite cocktail.
What’s your advice to any bubbling artist that wants to see their own name on the APE bill next year?
Take every gig and see it as a way to perfect your craft. Put yourself out there, all the time. You never know who is going to stumble across that tik tok/post/video/demo. Hold onto your individuality and surround yourself with people who celebrate that.
What else is to come from JADE – this autumn and beyond?
My debut album That’s Showbiz Baby! is out 12th September followed by my first solo tour! So I hope to see as many people as possible there. Beyond that just want to continue making music I love, travelling the world and performing as much as possible.
JADE headlined American Express presents Amex Afters – the official after party of All Points East. The star performed a special live set during the intimate gig at East London’s iconic Colour Factory. To find out how you can get more from the music you love, search Amex UK.
Words – Ben Tibbits
