JADE: THE BEST SOLOIST OUT OF LITTLE MIX?

Disclaimer: All of the members in little Mix (including Perrie and Leigh-Anne) have had amazing success following their solo careers.  This blog is made as a highlight on Jade’s jump into the mainstream  compared to what the public expected.

It is no secret that Little Mix had a huge impact as a girl group during the 2010’s. Their vocal abilities mixed with stage presence and choreography came to show that the group was formed of all-rounders. Even after the controversy following Jessy Nelson’s departure of the group and what came to light about her character, Little Mix stayed together as the sisterhood they are.

Little Mix during her last World Tour

Out of all the members, people expected Perrie Edwards to be the main act once the group disbandment. Maybe because of her main vocalist presentation to the public or just overall popularity. After months of waiting, Jade Thirlwall came to demonstrate what she’s really made of. To the public surprise, Jade’s rebranding captured the general public attention by just proving what we already knew. Jade is a superstar filled with talent.

COHESIVE DISCOGRAPHY

JADE debuted with the single “Angel Of My Dreams”, a piece full of media criticism and a music video that showed the dark side of the music industry. “Everyone loves the new shiny girl, until someone “shinier” comes and steals the spotlight?” The message within the single made fans and the general public turn their heads. What is it that JADE has that made so many people invested in her brand? She went on to present at the BRIT awards and was nominated for awards around the USA and Europe given the success of the single.

Following the amazing impact that “Angel Of My Dreams” had, Jade continued the storyline with singles like “IT Girl and FUFN (Fuck You For Now)”. She goes into the depths of how the music industry can be a double edge sword. Sooner than later she released the debut album, called “That’s Showbiz Baby”. Followed by the deluxe version titles “The Encore”.  It’s not often that you see a storyline so cohesive and specific while keeping the personal essence of the artist.

What is so interesting about this project to me is that, even while criticizing the system to which artists are submitted to in order to be successful, she still finds gratefulness and her own persona within it.

THE SOLO VENTURE

It was very obvious that the expectations for the girls going solo were quite high. Coming from such a big group and establishing an image towards the public, rebranding yourself as solo is a make or break moment. While we have seen some cases where all members from a group become successful, more often than not, only one or two get the actual spotlight. In this case, I genuinely believe all three girls have what it takes to go solo, but JADE, she has that solo presence lacking in the other acts.

Now I don’t mean this as something bad, both Perrie and Leigh-Anne have a beautiful future ahead for themselves. I know they have the talent and passion to keep their career alive. It’s just that in this case, Jade really came in with a strong branding from the start. She knows who she is and the art she wants to produce. At this point in their career, that is essential to build a strong following.

What is so essential in Jade’s solo career is how deeply intertwined her art and character are shown in her art. It is very clear to me that she is doing this out of passion and emotions. Jade is not trying to impress anyone or prove anything, she is being herself and showing her art through her own experience. Gen Z, we are obsessed with things being genuine, and this, this is genuine art.

IT'S MORE THAN A PERSONA

Yes, JADE as a brand is cohesive, marketable and in some ways relatable (while keeping that superstar energy). She has the perfect formula to success: talent, catchy songs and a great concept. This all is true while simultaneously painting the picture of who Jade Thirlwall truly is. She is a performer, singer and songwriter that started at just 18 by auditioning to the X Factor. Jade has been in the industry for over 10 years, which makes it clear that she knows the deep secrets and structure of the music industry.

Jade may present herself as a pop star, as a deeply talented girl that has seen so much about what the industry can do a person; but at the end of the day, she is still a human being. She has been able to present herself with this album, capture the essence of who she truly is, all while creating a scenery for the viewer to understand. Maybe her path has not been all rose coloured, and it is her time to show what she is capable of with creative freedom.

THE PUBLIC’S REACTION

Oh Jade you will always be famous. Yes, she may have a pre-existing fan base, which of course, helps with exposure and numbers, but the album has also captured new fans. She has presented herself to a more mature and mainstream audience. I’m not surprised by the good response she has gotten from the general public. Jade came with a lot to prove and delivered much more than what audiences expected.

Her marketing strategy was truly smart and attention grabbing, but most importantly, it was true to herself. Mixers are not the only ones paying attention to Jade now. She is pulling huge crowds at festivals and has just finished her world tour. Jade has truly mastered the art of storytelling through a personal lens. It is refreshing to see this perspective in the mainstream area, and I wish her the best in her upcoming projects. So many fans, as well as I, are waiting patiently to see what beautiful things the future holds for her.