JADE’s debut album, That’s Showbiz Baby!, showcases her transformation from beloved girl-group member to a solo artist unafraid of reinvention. Released on September 12, 2025, the record arrived with a rollout of singles and bold visuals that highlighted her love of spectacle and storytelling. Across its hyperpop, disco, and dance-infused tracks, JADE reclaims the spotlight on her own terms, offering fans both the glitz of pop stardom and an intimate look at her artistry beyond Little Mix.
I was the US project manager and strategist for this rollout, keeping stakeholders aligned and helping shape the campaign’s creative direction stateside.
BIG MUSIC VIDEOS
JADE turned every single into a spectacle, using bold music videos to make her solo career impossible to ignore.
The “Angel of My Dreams” video, directed by Aube Perrie, marked Jade’s solo debut with a bold artistic statement. Rather than a straightforward pop clip, it leans into surreal, shape-shifting imagery that underscores her ambition to separate her new identity from Little Mix.
With “Fantasy”, Jade partners with legendary director David LaChapelle, whose surreal, high-gloss style has defined generations of pop icons. The video’s mix of disco glamour and horror-tinged spectacle places Jade firmly in that lineage, asserting her ambition to be seen as a daring visual artist as well as a singer.
Directed by Lucrecia, the “FUFN” video channels Jade’s emotional intensity through surreal premiere scenes and morphing audience faces, portraying fame as both performance and pressure. Lucrecia’s visual storytelling amplifies the song’s cathartic punch, turning private anger into a public spectacle that underlines Jade’s claim to authenticity in her solo narrative.
Under the direction of India Harris, the “Plastic Box” video uses glass-box metaphor and staged gallery moments to visualize JADE’s feeling of being observed and constrained by her partner’s past. Harris balances high style with vulnerability, creating a tension between containment and breakout that reflects the song’s “happy-sad” duality.
CONTENT CREATORS
Content creators played a key role in JADE’s rollout, driving authentic fan engagement and keeping momentum alive throughout single releases.
LGBTQ+ CLUB NIGHTS
JADE turned single drops into nights out, engaging fans directly at LGBTQ+ clubs and reinforcing her position as an ally.
PRESS!
Press coverage helped to frame JADE’s transition to solo artistry through interviews, fashion takes, and music reviews.
