Jax Jones Takes Us Behind The Scenes Of “Instruction,” Talks Demi Lovato: Premiere
2017 has been a whirlwind year for Jax Jones. After finding success with 2016 house anthem “You Don’t Know Me,” the London-based producer has spent the past few months growing into his role as one of clubland’s hottest hitmakers, continuing to unleash fiery cuts like his collaborative single with Demi Lovato and Stefflon Don, “Instruction.”
“Wind to the left, sway to the right. Drop it down low and take it back high. Bitch, I don’t need introduction, follow my simple instruction,” the “Sorry Not Sorry” diva commands in a clarion call to the dance floor. In an accompanying video, the fierce threesome put on a show at a festive carnival as fellow attendees join in for an evening of revelries. The vibrant visual looked like a brilliant time, and we have some exclusive behind the scenes footage that proves that the collaborators had an equally great time on set doing stunts and dancing the night away!
I also had a chance to chat with the 30-year-old producer about what it was like working on the video with Demi, and he said that he learned a lot from her. He also opened up about an upcoming tour of the United States, dream collaborators for the future and being nominated for his first Teen Choice Award. Get to know Jax Jones better below and check out the behind the scenes footage from the “Instruction” video up top!
What was it like working with Demi and Stefflon Don on the video shoot?
Jax: It was such an incredible experience. They really made the whole thing super easy for me. Demi is such a professional, such a superstar! And Steff, she’s just dripping in swag wherever she goes and I think it rubbed off on everyone on set. It was a lot of fun. I think you can see that in the final product.
As a seasoned pop act, what kind of energy did Demi bring to the video and your collaboration in general?
Jax: She’s just a superstar! Just being around her, watching her interact with everyone, how she carries herself, you can tell she’s on a whole next level. I feel like I learnt a lot from her too, she’s great!
How did you and Ozzie Pullin (the video’s director) work together to bring the concept of the song to life?
Jax: My guy Ozzie did an incredible job with this one. I worked with him on one of my earlier videos for “House Work” so we decided to reach out to him again. I think we both knew we wanted to bring out the carnival vibes of the record and this was probably the next best thing to us all going to Rio!
A carnival does seem to be the perfect setting for a track like “Instruction.” What elements of a carnival did you feel absolutely had to make it into the finished product?
Jax: Obviously, the dancers! The Carnival dancers are such a vital part of any carnival, whether it’s in Rio, Mardi Gras or even Notting Hill Carnival in my home town of London. Once you see them, you know it’s time to party. The dancers in general really bring what the video is all about because… it is a dance track!
What was your favorite part of shooting the video?
Jax: I really like the final dance scenes with Demi, Steff and I. That really sets the whole mood and vibe that we’re trying to get across I think. I got to show off a few moves too, which is pretty rare!
Do you have any plans to perform the single with Demi in the near future?
Jax: Maybe? Who knows! Let’s just say, keep your eyes and ears peeled for now…
With so many high-profile features in the works, how do you decide what song is the right fit for each artist to work with?
Jax: It’s just about the vibe really. Sometimes, when I’m making a record, I can just imagine who I’d want on it, and, luckily, so far everyone I’ve wanted has said yes! But for me, it’s all about having the right vibe. When we decided to ask Demi, I never ever thought she’d say yes, especially when I first heard MNEK (who co-wrote the track) sing the demo!
Are there any other dream collaborations out there that you’d love to make happen?
Jax: I’ve definitely got a hit list! Obviously, everyone wants to work with Rihanna so that would be amazing. Maybe Drake or even DJ Khaled? I’m dreaming big! But I love working with up & comers too. There’s so many incredible artists out there, especially coming out of the UK. Stefflon Don just dropped a new track so hopefully we can link up again soon!
You’re about to hit the road for a tour of North America. How do you decide what songs to perform during a live set and how do you bring everything together?
Jax: I’m so excited to bring my tour to the US! I toured the UK earlier this year and it was mad! Usually, my sets are a combination of what I love, what everyone loves; some classics, some new stuff and a couple of exclusives here & there. I like to think there’s something in there for everyone so make sure you come out to one of my shows, you won’t regret it!
What is your favorite thing about performing live?
Jax: I just love to see the crowd reactions when I drop certain songs. There’s some songs that you just know are going to pull out some serious emotions with people, and I love seeing that. Plus I love seeing everyone just having a good time.
How did it feel to get the nomination for the “Choice Next Big Thing” at the 2017 Teen Choice Awards?
Jax: It’s such an honor, especially so early into my career! When I found out, I was literally just like “What? Me? Really? Are you sure?” It’s so mad but I’m so happy. Now I just have to win!