South London multi-instrumentalist, songwriter and producer Jax Jones is riding high following the worldwide success of smash single ‘You Don’t Know Me’ featuring BBC Sound of 2017 nominee and future star Raye, and looks set to continue his winning streak with brand new single ‘Instruction’.
“Nothing says summer to me more than Notting Hill Carnival,” Jax says of his new single. “That was the mental image I used throughout the making of this song. I took the idea to my good friend MNEK and the song came together really quickly. The DJ is the controller of the dance floor and lyrically, I wanted to reflect that; hence why we’re giving instructions!”
The accompanying video, shot in sunny L.A and directed by Ozzie Pullin www.partizan.com/director/ozzie-pullin, perfectly visualises the song’s summer carnival vibes. Complete with their own samba band, carnival floats and adornments, the video captures Jax Jones, Demi Lovato and Stefflon Don partying into the night.
Enlisting global pop superstar Demi Lovato and the UK’s fiercest MC Stefflon Don, ‘Instruction’ is an empowering percussion-led call to the dancefloor. “B*tch I don’t need introduction,” Lovato snaps, while Steff delivers fiery “bad gal” bars that leave you in no doubt, she really is the Don.
“I wanted to continue where I left off with ‘You Don’t Know Me’,” Jax explains. “We knew we needed someone with a certain level of swag and confidence to pull off a song like this so we sent it to Demi Lovato to see if she was interested. I thought it was long shot but she loved the record and delivered us all the right feels in the vocal. Stefflon Don is one of the most exciting new rappers to come out of the UK today, so getting her on a song with a pop superstar like Demi is a defining moment for me as a fan of music. I love clashing genres together. It’s one of those collaborations which is as exciting on paper as it sounds on record. I can’t wait to play this song at my festival shows this summer!”
‘You Don’t Know Me’, a sassy rebuff to fake friends, has had over 275 million combined global streams and gone 3 x Platinum in The Netherlands, 2 x Platinum in Australia, Ireland, Sweden, Platinum in Norway, UK, Italy and Gold in Belgium, France, Germany, with over 6.3m total Shazams hitting the #1 spot on Shazam globally, making it Jax’s biggest hit to date.