Seems like JoJo is finally taking the HUGE response she received on her covers and leaked material into consideration by putting forth her new single “Demonstrate”. Starting with some bluesey guitars, I would not have married the beginning to what the rest of the song sounds like. But it works! Maybe it’s the tempo or JoJo’s always soulful delivery, but “Demonstrate” leaves a neo-soul aftertaste in my mouth. A more young, flirty and fresh take on neo-soul that is. I love the flutes weaved tightly into the chorus. I’ve always said harmonicas, flutes and saxophones ALWAYS give authentic grass roots soul/R&B a shout out when put in songs like this. JoJo did this on “Let it Rain” and it just feels so right. Speaking to the atmospheric sounds that JoJo mentioned of her Bei Maejor collaboration, this sounds like what I imagined that to be. And if there are any similarities, then these two cuts will be housed in a FUCKING banger of an album.
Lyrics are nothing we haven’t heard from the 21yr old. Ever since she said “When you’re in her, I know I’m in your head” we knew JoJo was ruthless with the pen. Actually, chick is raw. JoJo is really giving us the sound we have prayed, ached and begged the god’s above that she would. Since her covers and mix tape, we have been ready for JoJo to let it rip. “Demonstrate” was produced by Noah “40” Shebib and judging by his past work, it’s pretty trademark. He is responsible for one of my ALL TIME favorite Alicia Key’s songs, “Un-Thinkable (I’m Ready)“. Even on paper, JoJo + Noah is something like the savior of humanity.
I am glad she dropped the pop sound and is moving forward with a straight up urban sound more suiting for her voice. We can speculate until the world ends on why the pop direction was dropped and replaced with this, but it doesn’t matter. Proceed to hit replay a million times and put your stank face on while you practice JoJo’s run when she sings ” I can just domonstraaayyyyy-aaaaayyyy-aaattteeeee”. You know I am.