“TURN IT UP”
Keith Rouster & Kwanza Jones
October 2, 2014
The clip for “Turn It Up”, the latest dancefloor wonder by the effortlessly charismatic Kwanza Jones, starts with a high-heeled foot tapping out a rhythm on a staircase. It’s only on screen for a few seconds — after that, the cameras find Jones in motion, headphones on and beaming as she listens to a mix of her new song. But those few seconds contain everything you need to know. The shoes are checkerboard-patterned and platform-soled, and belong to the glittering runway and the heat of the disco. Jones is on the stairs because everything about “Turn It Up” suggests ascension and escape to a higher level. And Jones’s foot is tapping because with music like this, there’s really no alternative.
“Turn It Up” is a standout cut from Supercharged, a set of gleaming, high-energy club music. Those who know Jones only from her soulful Naked series of albums should prepare themselves for an enthusiastic plunge into wonderfully dizzy electronic pop. The Naked albums established Jones as a sensitive singer and songwriter with a developed social conscience; Supercharged applies those talents to modern music with dazzling results. “Turn It Up” is a good example of how high Jones can take a dance song: the track keeps building, through verses, bridges, choruses, electronic drum buildups and wigged-out synthesizer breakdowns. Every time it seems she’s bound to slow down, she finds another gear. And as she always does, she sings her stanzas of self-affirmation with absolute confidence.
Kwanza Jones is an impressive presence: she radiates sexiness and giddiness in equal measure. In the “Turn It Up” clip, she dominates every frame she’s in — and she’s in almost every frame. Sometimes she shares the red steps with a pair of male dancers, but more often than not, she struts up and down the stairs on her own. The camera also catches her behind the gauzy sheets of a canopy bed and under the green and red gels and mirror ball of a dance club. In its exuberance and kinetic energy, the “Turn It Up” video resembles the 2010 clip for “Think Again,” Jones’s biggest hit (so far!) and a sassy kiss-off to a misbehaving boyfriend. But while the dance moves are every bit as sultry, the attitude is completely different. This time around, Jones is welcoming, and clearly determined to share her joy with the viewer. Not many singers can appear friendly while wielding a riding crop — but then Jones is no average entertainer.
We are thrilled to once again be a part of the Kwanza Jones and Innovation Entertainment team! Please contact Andy Gesner and the HIP Video Promo staff at (732)-613-1779 or email us at [email protected] . You can also visit or www.KwanzaJones.com for more info on Kwanza Jones.
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