Jorja Smith has released a gorgeous new visual for “On Your Own” with a unique concept: a ‘videobook.’
Directed by Rashid Babiker, the clip centers on a teenage fan of Smith flipping through an art book she’s borrowed from the library. The hefty hardback collects all sorts of artwork featuring Smith, from sketches to Polaroids to crafty collages—and in all of them, the singer comes alive to croon the melancholic “On Your Own,” one of the standout cuts from her debut Lost & Found.
Books and technology were on Babiker’s mind even before Smith had approached him to work on the video. “As a thought experiment I was imagining books, the hardback clothbound ones, being retrofitted into interactive photobooks, or videobooks sometime in the future when print is in the terminal stages of obsolescence,” he said in a press release.
“To stage it in a way fitting for the song, I channeled imagined nostalgia from the perspective of a girl, a fan of Jorja, who’s living in an intentionally anachronistic world where these videobooks exist and cassettes are the new, old vinyl of today.”
Watch the video below: