presented by: TWIX (SXSW Badges & Wristbands only)

Jain

Mar 16, 2017 | 2:00am – 2:40am
Jain

credit: Paul & Martin

Makeba

It takes just a few seconds of listening to Jain to know that you’ve stumbled on someone special. Pick a song – any song – from the Parisian’s glorious, globe-trotting debut album, Zanaka, and the effect is the same. Instantly, you’ll be startled, smitten and smiling.

It took about a minute for the audience at this year’s French Grammys to anoint Jain pop’s most compelling new star, helping to propel Zanaka to platinum sales in France within a couple of months of its release.

It has since spread across Europe, storming up the charts. Wacky videos have more than 20 million views on YouTube. That the 24 year old hadn’t released any music until last summer attests to her ability to ambush listeners. Quite simply, she sounds like no one else in pop.

Success may have arrived overnight, but Jain’s joyous, sun-soaked, rhythm-driven sound had been brewing for years, collecting influences from multiple countries and a myriad of musical genres. As the petite singer succinctly puts it: “It happened fast, very fast. But it took seven years.”

Zanaka means childhood in Malagasy, Jain’s mother’s native tongue and is a telling title, and the album’s ten songs are a diary that documents the singer’s life from 16 to 23.

“It’s strange when you move to different countries, particularly when you’re young,” says Jain. “You’re struck by all these new sounds. I was fascinated by the different rhythms in the music. In Congo, it’s not binary, but three time.”

The upheaval of moving home and starting new schools sent the shyest, youngest of three sisters further in to music. Living in the Congo city of Pointe-Noire, she met a producer known as Mr Flash who taught her how to programme.

“I’m not sure if Mr Flash was his real name,” laughs Jain. “He gave me software so I could record myself and I started writing songs. Sitting alone in my room making music was the only place I felt truly at home. The songs became my house, and they moved with me.”

The first song she wrote, aged 16, was Come, although it didn’t turn out as planned.

“I tried to make a classical guitar and voice song, in a reggae mood,” Jain recalls. “But I was using this software called Fruityloops and started messing about with beats. It was just for fun. And then Come arrived, in one afternoon. I knew it was weird, but I liked it. I liked the idea that mistakes can lead to great things.”

The lyrics, about the friends she’d left behind in Dubai, came later, as always with her songs.

“I like to be spontaneous when I make music,” says Jain. “I begin with beats or drums, because that’s what moves me and if I find a sound that reminds me of traditional music I’ll use it, whether it’s Arabic, Indian, African or European. I like to mix styles and cultures, to get lost in a big mess of music. Then I add lyrics about whatever’s in my mind at the time.”

Aged 17, Jain moved again, to Abu Dhabi, where in her graduation year she formed a band performing covers of Amy Winehouse and Lady Gaga songs. She saw out her teens in Paris at art school, discovering electro and hip hop in clubs, performing her songs solo in any venue that would have her and wondering whether her future lay in music or graphic art. She wrote the jazz and blues-infused, faintly Amy-like All My Days while trying to make a decision and it swayed her, as did meeting her reggae idols Sly & Robbie, who were so bewitched by her dub-drenched break-up song You Can Blame Me that they agreed to guest on it.

Every track on ZANAKA captures a chapter in Jain’s youthful years. The dreamy, lilting HOB (think early Lily Allen with a great groove) was written about her best friend back in Pointe-Noire. The clubby Hope – the lead track on Jain’s debut EP – was written when she arrived in Paris and fell for electro and Kendrick Lamar. The tropical hip hop genius of Mr Johnson was inspired by seeing suits trudging to work in an overcast Paris and imagining the artist inside them that sunnier climes might coax out.

Heads Up is a percussion-driven, continent-crossing, arms-aloft party starter that piles on sounds and strips them down at a furious, fiesta pace.

“It’s one of a couple of political songs on the album,” explains Jain. “I wrote it to give people hope in these strange, scary times we live in, particularly in France. We have to keep our heads up, keep moving on and be proud of the clash of cultures in our country.”

The other track that touches on politics is Makeba, an ode to the South African singer and civil rights activist Miriam Makeba, which caused a stir when Jaden Smith (son of Will) played the song on his Beats radio show.

A carefree sprit and sense of adventure is at ZANAKA’s core. Fresh, fun, life-affirming songs capture the wide-eyed wonder of discovering music’s power to both express emotions and incite them. As endearingly innocent as they are riotously rule-breaking, Jain’s tales of travel and adolescence are the sound of the summer, wherever you reside.

Primary Entry: Music Badge, Platinum Badge
Secondary Entry: Music Festival Wristband, Artist Wristband, Film Badge, Interactive Badge
From: Paris, FRANCE
Genre: Pop
Event Type: Showcase