JaiJai Prince Delves Into Self-Destruction on Upbeat Dance Number 'The Dark'
JaiJai Prince delves into pain, addiction and an unshakeable self-destructive attitude on upbeat dance track, 'The Dark'.
Following on from trashy party-pop single ‘Creatures of the Night’, The Dark channels the likes of Oliver Heldens and Tchami as JaiJai sings of being plunged into a seemingly inescapable cycle of recklessness.
Directed by Rob Ulitski (Little Mix, Craig David and Shawn Mendes), the video is a striking showpiece; inviting influences from fetish fashion, the avant grade and even early 2000s cyberpunk culture to help capture the chronic inner chaos of Prince.
Talking about the meaning behind the video, JaiJai said “all of the characters are inspired by a different struggle - money, sexuality, depression and addiction. I gave them an underlying confidence to show how much of a hold they had on me. It’s really a testament to my strength in overcoming these things”.
Leap into ’The Dark’