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Marking the seventh song to be “unveiled” from That’s Showbiz Baby just ahead of its release, JADE’s “Unconditional” embodies another disco-fied sound that’s comparable to “Plastic Box.” And, though each song was crafted by different producers (the former by Grades, Oscar Görres [a.k.a. OzGo] and MNEK, and the latter by Sabath), both of their sounds and lyrical motifs share some DNA, with “Plastic Box” representing one kind of love and “Unconditional” another. In the former, she speaks to romantic love (as inspired by the “toxic energy” she had toward her boyfriend, Jordan Stephens, at the outset of their relationship—mainly due to her own jealousies about his ex) and, in the latter, she speaks to familial love. For she was specifically motivated to write the song because of and as a tribute to her mother, who has had an ongoing battle with lupus ever since JADE was a child. Hence, a verse like, “If only my love could be your medication/I could fix you so much better than your own prescription/If I lose you now, then I lose it all/If you’re going down, I can take the fall.”
In a certain sense, it has a similar theme to Taylor Swift’s 2019 song (dedicated to her own mother), “Soon You’ll Get Better”—except “Unconditional” is far less of a cheesy buzzkill. Indeed, it was JADE who commented to The Guardian of the danceable disco beat (one that’s Robyn-worthy, which is saying something), “How can I write a really sad song that we’re all going to want to shake our tits to?” The answer lies, perhaps, in her characterization of the track as “Donna Summer meets MGMT meets Beth Ditto.” Though it definitely fits in more with Donna’s oeuvre than MGMT’s or Beth Ditto’s. As for the “official visualizer,” directed by twin sisters Fa and Fon (who previously worked with JADE on “Midnight Cowboy”), it actually comes across more like a right proper music video, with JADE bringing her A-game in terms of treating it like there should still be some sort of narrative.
So it is that the “visualizer” starts out with her getting hair and makeup done in her dressing room, then anxiously pacing around in it once her glam team is gone. Almost as if she’s nerve-racked about something—like, say, her mother’s health. Or any other loved one that might be suffering, whether emotionally or physically. Such concerns are apparent in the first verse, during which JADE frets, “If I lose you now, then I lose it all/If you let me down, don’t know who I’d call.” Her sense simultaneous of anxiety and devotion continues to radiate from the subsequent pre-chorus and chorus, “You got me kickin’, shakin’ and screamin’ for ya/Got nothin’ you could do to make me leave/Ah, ah, ah, ah/Unconditional/I will hold your hand forever/Even if my heart explodes/Unconditional/I can’t put you back together/But I’ll always love you so.” Whitney and Dolly know something about that, too.
Amidst her pacing and panicking, someone else walks in and, per the caption, tells her, “Jade, we’re ready for you.” With more than just some degree of reluctance, she leaves the room, at which time the disco-fied beat drops, echoing the one in Anita Ward’s signature disco hit, “Ring My Bell.” From there, we see her engage in all manner of different photoshoots, perhaps meant to remind her fans that she had to do many style changes for the sake of her album cover, which features her in five different guises (sort of like a one-woman Spice Girls [since Little Mix didn’t have five members]). At one point, while she’s on the phone with someone (yet again), she bemoans, “I can’t talk right now. I’m in a fucking teacup!” (yes, literally—she’s sitting in a giant teacup). This “said,” once more, through a caption. Granted, most of these captions are lyrics to the song, with JADE conveying the same emotionalism evoked by her words. This done mostly via looking as though she’s on the verge of tears at any given moment, especially when she’s on the phone. Perhaps intending to instill the idea that she’s talking either to her mother or someone who’s giving her a health update about her mother.
Whatever the case may be, the award for best actress goes to JADE, who also indicates that there is an immense amount of pressure put on performers to always be “on,” even when the turmoil of their personal lives might be weighing on them. This conveyed as JADE is forced to go through shoot after shoot, enduring the rigmarole of being “done up” and restyled over and over again.
Indeed, there is a moment when she’s getting her makeup done (while sporting blonde hair and a generally Showgirls-meets-Euphoria kind of aesthetic) that has shades of Britney Spears’ disaffected look while playing Lucky in the video for the song of the same name. Further reiterating the idea that being a “star” can actually be quite inconvenient when it comes to nurturing one’s personal life. And as the song comes to a close, with JADE belting out the chorus for the final time, it all gets to be too much for her to keep doing the work. To keep being constantly photographed and “handled” by everyone.
Thus, there comes a breaking point where, amidst the cameras flashing, she proceeds to run away from everyone (in a scene that has plenty of Madonna in the “Drowned World/Substitute for Love” video vibes). All iterations of herself effectively fleeing the scene. But it’s the blonde JADE that we see carry out the escape in its entirety, running down the street with her phone while still wearing underwear that reads, “Ride of your life” on the back. Because, yes, she’s ready to drop everything and “just ride” (rather than be ridden, as it were) if it means she can be there for the person she loves.
As for the mélange of disco meets rock sounds (so maybe that is where the Beth Ditto influence shines through) that take turns dominating throughout the track, JADE noted to Zane Lowe, “There’s, like, a merging, and I think that’s where I strive, is, like, the merging and sort of Frankenstein-ing of sounds to create what is the JADE of it all.” With “Unconditional” being one of the best examples yet of said “Frankenstein-ing.”
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Genna Rivieccio
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