Loving the Joneses

We may just be looking at the prototype for the South African super group of the next generation

Durban-based band Love Jones skyrocketed onto the national music scene late last year with their quality blend of pop rock that is resonating with audiences of all races and backgrounds. Skyrocketing is definitely the only way to describe it as lead singer Esjay reiterates, ‘It’s been really cool because it happened very quickly. Like, bands usually take a good five to ten years to get to where we’re at now. If you think about it in this country – it’s amazing.’

Faced with increased piracy, declining record sales and technological advances that are making access to multimedia free and easily accessible, being a musician is not as profitable as it used to be. Many South African artists are struggling to make a living in the industry, which is more competitive and fickle than it has ever been. Seemingly, striking the perfect combination of a decent amount of talent, good looks and that vital business savvy is the only way to make it and one band daring to figure out that combination are these relatively new kids on the block.

The brainchild of lead-singer Esjay and Peter Jones, Love Jones has been together for just over two years, having formed the in January 2005. Within a short time, they managed to independently record their debut album and release it on their own label WE LOVE JONES FORESHORE. Esjay was heavily involved in the business side of the label, acting as label manager she secured a bank loan to record the album and personally delivered singles to radio stations. ‘Trying to sell yourself to people and be like “this is the product we have, we need your help, come alongside us” – it’s a very hard thing, says Esjay.’

Although the label and record achieved some success independently, it was only when they were signed to indie label Sheer Music in early 2006 that they managed to achieve major success. Sheer Music re-released their self-titled debut album, after which sales picked up and radio airplay increased. For many bands who are all about maintaining creative control and being about the music, signing to a large, albeit independent, label is selling out, but Esjay argues that it is a necessary sacrifice, ‘It costs a lot of money to make a band happen in a professional capacity and you actually can’t do it without some sort of sponsor.’

Being signed to a major label helps build a national fan base as lead guitarist Jason Jones explains, ‘It’s a problem if you have to distribute the album on your own, as an independent artist, but if you can get some kind of assistance, whether it’s a label or a company it becomes easier. Otherwise, it’s pretty much that if you’re based in Joburg it’ll be in Joburg, if you’re based in Cape Town it will be in Cape Town.’

Within months, their first single ‘Kicks’ was at No. 2 on the 5FM’s Hi 5@5 chart and their video was the most played on MK89 – Africa’s biggest music channel. The song eventually took the number one position on various radio stations around the country.

Getting your song played on the radio is not enough to make it, playing live and interacting with your existing fans and gaining new ones is just as important. Love Jones has definitely not shied away from touring and are one of the hardest touring acts in the country. They recently completed a national tour with successful local artist Karma. ‘It was a good time. We played to a whole bunch of people we have never played to before. I think we won over a lot of new “fans” – if that’s the right word. It was our first serious, like “on the road” tour. It was hard, long, lots of driving, lots of sleepless nights. Seeing what it’s really like on the road – it’s not all glamorous, says Esjay.’

Growing their fan base has been something on the top of their list of priorities. Oddly enough Love Jones has huge crossover appeal. South Africa music is still, undoubtedly, generally divided along racial lines and Love Jones has a traditionally white appeal. However, strangely Black audiences seem to get drawn into the spirit of the band and they have developed a quite huge black following. A somewhat perplexed Esjay says, ‘I’m not too sure what the crossover appeal is – it’s luck?’

But leaving this little bit of luck unexploited is something that Love Jones is not willing to do. ‘We have just done a single with Mzambiya. It’s amazing, I mean I’m freaking out about it,’ says an enthusiastic Esjay who wrote the track with urban appeal and collaboration in mind. While crossover acts are beginning to collaborate more often, this is still a rather unusual combination. They were introduced through their record label and when the multi-platinum Kwaito superstar heard it he was happy to hop on. ‘I wrote the song – it’s amazing,’ says Esjay. ‘It’s unlike anything I’ve ever heard.

Mzambiya is very down to earth according to Esjay, ‘He’s sold like a zillion records, he’s 18 years old or 19 – and he’s driving a convertible Merc and we’re like, “I don’t even own a car man!” This guy’s doing something right. He’s super-humble, he was so excited about collaborating with us.’ The song titled ‘Limozeen’ seemingly fits both acts perfectly. ‘It’s got a very urban appeal lyrically. The whole kinda like bling bling, I wanna ride in your limousine, like Snoop Dogg and his bitches,’ she laughs.

And the collaborations don’t end there. ‘I am actually chatting with a big RnB artist called Jae. I met with her last week and we’re gonna look at doing something as well. It’s just getting out into everybody else’s fanbase and you can’t ever do enough of that. And she’s massive, she really is,’ says Esjay about Durban’s diva Jae, who was the first local RnB artist to achieve a platinum-selling album in the country.

Describing their sound as skanky chic, Esjay admits that it was difficult to capture the essence of who they are as a band on an album. ‘I think, in terms of song writing we’re a rock band. It’s rocky, we’re very pop influenced,’ she says. But the challenge of developing a signature sound in this generic genre was a bigger challenge, ‘Love Jones is an extremely fun, energetic band - like onstage. It’s very hard to capture that on such a kind of clinical format like a CD. But, I think we did okay – it’s got a good glimpse of what Love Jones is.’

A visionary, Esjay, has studied business and applied this to the marketing of the band. ‘Obviously with your album your aim is to sell as many records as possible, so it needs to be radio friendly, it needs to be poppy – and I think we got that,’ she says. Appealing to the masses can often prove critically disastrous, but so far it seems as though they have managed to save themselves from falling into that trap.

A number of line-up changes have meant that Esjay, who uses the stage name Miss Jones, and Steve Jones are the only original remaining members of the four-piece. Peter Jones left the band towards the end of 2006 and was replaced by Jason Jones. The most recent addition is that of Isaac Jones on drums. Too add to their novelty, members have ditched their original surnames in favour of Jones. Judging by their interaction, one would assume that these guys have been together for ages.

Being led by the only female is part of the band’s appeal and this is something that Miss Jones has been more than eager to embrace. ‘It’s great. I love it. I don’t put myself aside, saying that I can’t do this because I’m a girl. The guys really respect me and I really respect them and we know when to give each other space. It’s nice and everyone’s got that great sense of humour. So we have a good time,’ she says.

The band’s crossover appeal is not limited to local audiences. Next on there agenda is cracking the American market, which they plan to tour in the next few months. They were invited to perform, but couldn’t due to time constraints, at the famed celebrity-hangout The Viper Room in LA, so the interest is definitely there. They are also planning to tour the UK, Australia and Japan next year.

In addition to embracing the Internet, the band has made it their goal to explore every avenue they can. Exploiting every tool available is what makes Love Jones the prototype for the South African super group of the next generation. Esjay’s business savvy is definitely placing them on the path to achieving their ultimate goal of international multi-platinum status. ‘All of us want to make a living out of it and we want to be able to retire with it one day,’ she says authoritatively.