Jo Sarah has elevated the presence of female production through the elegant, yet political delivery of her most recent release, ‘The Call’: AN ANTHEM FOR WOMEN+ TO UNITE. Embodying the true essence of empowerment and feminist spirit, the track encompasses a united front through a captivating vocal arrangement that echoes in each chorus.
“Feminist themes ooze tropical bass with a hint of R&B and jazz, facilitating conversation about womanhood and advocating for those who are marginalised to love, accept and stand up for themselves” ABOUT JO SARAH
Jo Sarah is an Amsterdam-based artist & producer. Inspired by her multicultural roots (Dutch & Surinamese) and the cultures she grew up in around the world (Bhutan, Indonesia and Bangladesh), ignited her artistic direction of ’The Call’. Fusing warm yet deep vocals to create a melting pot for an interesting story, such talent is evident in her production skills. We experience this through organic sounds and instruments exhibited in her most recent release, ‘The Call’. Influenced by artists like Sade, Sting, and Jill Scott, Jo Sarah finds huge creative pull to genres like Latin music, and R&B. Succeeding multiple releases and live portfolio, Jo Sarah discovered a new sound whilst traveling the globe, often showcasing inspiration in the rhythms of Brazil. Truly a force to be reckoned with, the artist has helped spearhead an ongoing music industry fight for equality and equity, providing representation for female budding producers. In the form of music and artistic expression, Jo Sarah conveys the essence of liberation through her iconic R&B infused sound, simultaneously coupled with the the positive vibes of Urban Latin influences. Utilising a multi instrumentalist approach as a producer and songwriter herself, ‘The Call’ truly echoes the sentiments of many women in music; with recent estimates predicting only 2.6 % of producers are female or non-binary. Jo Sarah hopes to go on to continue to spread her message: “unite women+ in light of prejudice, calling to support one another in defiance”.
Inspired by the female vocalists of Central African tribes, ‘The Call’ is a captured artistic interpretation of the feminine harmonisation created through singing polyphonically. The melody is presented “in unity and togetherness“, adding an unexpected depth to the track that isn’t initially obvious at the beginning. More so, it comes as a surprise to find out such a catchy yet unique tune popped into her head whilst in the shower! Referencing the name, the chorus of ‘The Call’ is unexpectedly folk in it’s vocal delivery, using the use of repetitive sounds in a variety of pitching as Jo Sarah calls to other women to join her. The song ignites a united but pack like mentality in the atmosphere that you just want to be a part of.
Unlike the spontaneity of the melody, the storyboard is a long time vision of women supporting women and a nod to sisterhood. Namely, incorporating other female creatives in the presentation of her mystical vision. Shot in many locations, ‘The Call’ music video features stunning locations. Ranging from a simple farm and eerie ocean, the mis-en-scene shifts gracefully between crimson deserts, dense jungles, and scenic waterfalls. Shot island of Panama by Dutch female director Leanne Vink, the true energy of an authentic sisterhood was captured when visually transforming the story into a fascinating statement. Shot in four days at sunrise using six different landscapes, the production involved a 12-headed crew, local to the Island of Panama. Fore-fronted by empowered Jo Sarah and director Leanne Vink, ‘The Call’ and its music video showcases fantastic visuals that are connected to nature, portraying the primal strength women+ have when they unite. Since the premiere in October, efforts were made worth while when the evidence of ripples amongst music and film trend makers became clear. Winning ‘Best Music Video 2022’ at the Sea of Art international film festival, this pair has proven to be an unstoppable entity of pure creative flare.
Jo Sarah practices the true essence of female empowerment and ‘The Call’ is truth to her tribal feminist spirit. Much like Jo Sarah’s previous work, ‘Juicy‘ (2022) oozes emancipation, self-love and inclusion – all themes that play an important role in all of the musician’s projects. An anthem against the orgasm gap, the piece is a much needed ode to female pleasure and all the juiciness it brings. Following up with such an elegant production of ‘The Call’, Jo Sarah has proven a variety in skills and demonstrated she is a dynamic creator. Entertaining yet beautiful, ‘The Call’ seems the perfect homage to ‘Juicy’, celebrating the beauty and power that results from femininity but in a contemporary and fresh way. Both tracks are the official invitation to Jo Sarah’s newest project: ‘UMA’.
Meaning ‘Woman’ in Sranan Tongo (the official language of Surinam) – UMA consists of a compilation of songs about female sexuality, its’ taboos, and her personal experiences on these subjects. A teaser invitation to the movement, ‘Umaversity’ is the next milestone in Jo Sarah’s artivist career. Taking place on the 27th November 2022, at Adam & Co in Amsterdam, UMA is a proactive approach to safe spaces through in person events, curated for anyone who identifies as woman or those who have a vulva. Aiming to facilitate an environment where individuals can go with the intention to learn about their bodies, pleasure, and exploring sexuality, the lineup has been thoughtfully planned; consisting of expert talks, market, panels for tough conversations on taboos, and a personal concert by Jo Sarah, accompanied with other inspiring female+ artists.
27th of November Adam & Co, Amsterdam
www.umaversity.com | FOLLOW ON UMAVERSITY on INSTAGRAM: CLICK HERE
The last year has been a successful whirlwind for one to watch artist, Jo Sarah. With the astounding reception of ‘Juicy’, ‘The Call’ has unexpectedly raised the bar of what to expect from the Amsterdam based artist. Her music is an important piece in the foundations of equality and equity, especially when building bridges for young musicians and producers who don’t feel represented in the industry. Rest assured, Jo Sarah’s next musical endeavour will be an important yet provocative journey of womanhood and self reflection – but packaged in a captivating and melodic way.