The video begins with a young woman alone in her bedroom. She, like us, is listening to Smith’s soothing voice to try and decompress. When she rolls out of bed, she finds a book that she has borrowed from the library. The book, of course, is titled Jorja Smith.
“Before Jorja even asked me to come up with a concept for ‘On Your Own,’ as a thought experiment I imagined books” – Rashid Babiker, the video’s director shared – “To stage it in a way fitting for the song I channelled imagined-nostalgia from the perspective of a girl, a fan of Jorja, who is living in an intentionally anachronistic world where these videobooks exist and cassettes are the new, old vinyl of today. Even with the nondescript time period, from the year markings in the book, you can determine the book is from Jorja’s Lost & Found period, and the world is set a bit further into the future.”
Smith’s Lost & Found era in real life has been something of a dream for the 21-year-old British R&B star. Since its release in late June, it has landed at No. 3 on the U.K. charts. As for awards, Smith has been recognised as the British Breakthrough Solo Artist by both the GQ Men of the Year Awards and AIM Awards.
This evening (Sept. 20), Lost & Found is up for a 2018 Mercury Music Prize for Album of the Year. Watch the “On Your Own” video below:
Words by Megan Armstrong