A while ago, I drew a comparison, in an article on my own website, between Ke$ha and JoJo. Both, for completely different reasons, ended up being hostages of contracts and legal battles. It’s happened to many artists. It just goes to show, that the music business is a tough business and that great talent could get tangled up to such an extent that their talent is hardly heard.
JoJo, after years of struggle, just got her career back last year and is finally regaining some ground. The singer broke through at an early age and became to youngest singer to top the Billboard charts, but her record company ended up in a legal feud, leaving JoJo’s career in limbo.
Now, she’s an adult and getting back into a business that has also changed along the way. Something she took advantage off. In order to keep her audience tied to her, as much as possible, she released some mixtapes and dropped a few tracks to the Internet. This, she could do, outside of her legal battles, but now, finally there’s actually a new album and a steady flow of new singles.
It already started with her comeback. She released three singles at once, serving various genres from EDM, pop to R&B. “When Love Hurts”, “Save Love” and “Save My Soul”.
A few days ago, JoJo finally released a video for the latter. At first glance, it sounds like a regular love song, but it’s been reported that JoJo has a deeper, personal meaning to the song. For her, the song is about the addiction her late father had, who actually died of the consequences of one.
In a personal letter, she posted on her Instagram account, she explained the thoughts behind the song and how addiction, of any kind, can be of great influence to many. This video is a tribute to her father.
Musically, it’s already an incredible powerful song and the video definitely underlines that even more. Knowing the story behind it, and the fact that every person involved in the video, had similar emotions to work through, makes the track even more authentic.
JoJo still has a long way to go to regain the success she had before, but she will be touring the world this year and that will pave the way great things.
