Intriguing and unabashedly seductive newcomer Josephina unveils her fierce new single and video premiering on Ones To Watch today, “Pleasure and Pain”–a stunning must-watch treatment full of trippy visuals backed by a hypnotically edgy track. The standout singer-songwriter finds a sonic home in the world of dark alternative pop, fusing trip hop beats and electronic flourishes together in a completely unique fashion.
“Pleasure and Pain” opens with a shot of a dripping rose, presumably melting from the fire about to be unleashed in the electrifying new track. Piercingly sharp vocals (that you just have to hear for yourself) spring forth from Josephina, and are juxtaposed against heavy, menacing beats dropped with a big, boomy punch.
The camera circles Josephina as she lays motionless in the dirt, slowly panning in on her hard, emotionless face, illuminated by the flickering light of a wild flame burning too close to comfort. The rest of the video unfolds, playing with cinematic extremes - from faded, washed out hues to technicolor rainbow effects, from the snapchat-filtered “home videos” of our generation to high quality shots. Incorporating a broad spectrum of mind-bending effects, “Pleasure and Pain” blends aesthetics reminiscent of 90’s pop/R&B music video stylings with modern crisp imagery.
Josephina shared her experience working on the Truman Kewley-directed “Pleasure and Pain” music video:
“For the video I had the opportunity to work with the amazing Truman Kewley. We came up with the concept of a simple yet trippy video that would exhibit the meaning behind the song. This song is about remembering those moments in a relationship where you were both happy and sad and wishing you could feel either one of those again with that person. I am beyond excited to share this song. From the writing process to the video, it really shares a little piece of my mind and heart with the world.“
Expressing the desire to simply feel anything after a devastating breakup, Josephina has described those precious moments lost as the “yin and yang” of a tumultuous relationship. “Pleasure and Pain” reveals the whole story of two people once in love, not just the one-sided illusions we so often try to portray online or to the world.
Co-written with and produced by Grammy-nominated Steve Daly (known for his previous work with Pink, Christina Aguilera, Charlie Wilson, and more), Josephina explained their process:
"I was in the studio finishing up another song when Steve began playing the melody on a piano that sparked my interest. We decided to take a quick crack at it, and he challenged me to write a ballad. I decided to go into a darker headspace for the song and went for it. That was the start of ‘Pleasure & Pain.’”
This is only the rising artist’s second single to date. Her debut “Woosah” premiered on Atwood Magazine just this October. A co-write with Trey Campbell and Morten “Pilo” Pilegaard (who produced Lukas Graham’s hit “7 Years” and much of his debut album), “Woosah” marked a strong entrance to the scene.
A Virginia Beach native now living in LA, Josephina grew up with a Cuban mother and British father. Independent and driven, the artist set out at the young age of 16 to make her own name for herself, posting covers of songs from the likes of Frank Ocean and Foster the People. Building a social media following for herself this way soon attracted national management and production companies, and led her to kickstart her blossoming career.
In early 2018 new fans can expect the release of a six-song debut EP, intertwining electronic, R&B, and hip-hop elements with her distinct alt-pop sound. We’ll be excitedly awaiting fresh tunes and visuals from the bold artist in the new year.
Get hooked on Josephina’s new “Pleasure and Pain” with your exclusive first look below: