Introducing JADA: The East London R&B Vocalist With Something to Say
The Culture Crypt sits down with the Hackney songstress to discuss her journey from introvert to artist, R&B, and her debut EP…
JADA in 2024. Image property of Sabra.
From the culture-coded streets of Hackney, JADA emerges as a singer-songwriter whose journey is as real as her sound. With a steady hand and a unique voice, she's been quietly shaping her artistry, teaming up with talents like Grammy Award winner Venna, Vibbar rapper Jordy, and beloved R&B star JVCK JAMES.
Now, JADA is ready to take centre stage with her debut EP, Inside Out, a testament to her evolution and vision for UK soul. As JADA puts it, "My EP is about the highs and lows of coming into your own and learning to stand up for myself."
Music has always provided JADA with a way to channel her introverted nature into something tangible. Through the soundscapes of 'New Wave R&B', she's found an expressive outlet for emotions she doesn't often share, allowing her to evolve while bringing fans into her world.
"True healing is from the inside out," she says, describing her first solo project as more than just music—it's been real therapy. With influences ranging from Jill Scott and Angie Stone to Kehlani and SZA, Inside Out combines soul, introspection, and self-healing, culminating in her debut body of work.
Already cherished by figures like Avelino, Wretch 32, and Shaé Universe, JADA's singles, like "Magic", have caught the ears of tastemakers such as BBC1 Radio 1's Victoria Jane and DJ Ace. She's represented UK R&B on stages at SXSW 2024 and supported Venna's Est.99 tour across Europe, giving listeners a preview of the rich, future-bound R&B soundscapes.
With her Inside Out EP hot off the press, JADA's gratitude for her journey is palpable. Reflecting on Instagram, she shares, "So much I could say, but I'm just grateful for everyone who's been a part of it."
Recently, The Culture Crypt caught up with JADA on a chilly autumn morning to dive deeper into her journey so far. Over our extensive conversation, we spoke about her music and upbringing, her love for leopard print and what lies ahead with Inside Out.
The Culture Crypt: As a Hackney native, what role does your East London upbringing play in your music?
JADA: "I think my music is influenced by funky and deep house, garage as well as R&B. Growing up in London, especially in areas like Tottenham and Hackney, I know that music has always been in the air—it's the kind of thing my parents would rave to. Whether I'm conscious of it or not, I think that influence is always there, shaping how I approach my sound."
What was the first song or album that made you fall in love with music?
"Thinking back, the first album that really made me fall in love with music was Michael Jackson's Invincible. I had it on my iPod, and it opened me up to a new kind of feeling. Michael Jackson's music isn't exactly R&B, but it's not entirely separate from it either. Invincible was one of the first albums that moved me."
Coming from a musical family, how has that familial connection influenced your path into music?
"Growing up, I was always singing with my Mum and my Uncle—it was just part of my family life. Music was all around me, but it wasn't something I thought about as a career. It was just a natural part of who we were, so I never questioned it. I always assumed I'd keep singing, but I didn't seriously think about pursuing music until I was about to leave school.
My Granddad, for example, has played jazz for years, and I remember watching him perform with a real sense of awe. My family nurtured my love for music, though."
When did you realise R&B was something you wanted to create?
"When I was a kid, maybe as young as five or six, I vividly remember singing 'Walked Out of Heaven' by Jagged Edge in the back of my Dad's car. I knew every word. My Dad had endless CDs of golden age R&B. He and my Step-Mum were in disbelief when they saw me singing along so well. That moment has always stuck with me."
Going back to your school days at the East London Arts and Music College (ELAM), you studied alongside close friends like Venna and JVCK JAMES. How did being in that environment shape your approach to music?
"Being at ELAM felt like learning to walk; you need support to find your footing. So many people have amazing voices, but writing a song—turning that voice into something lasting—is a whole other skill. For me, singing came naturally because it was such a big part of my upbringing. But songwriting? That was the real challenge!
College was where I dove into songwriting, especially with classes on music theory. There's no rulebook, but those lessons gave me a foundation to build my style. Collaborating with JVCK JAMES was also a huge part of that journey. He'd already been performing, but we were both new to songwriting. We wrote a song called 'Easy' together. I remember writing my verse and half-expecting him or Venna to want changes, but they didn't. That freedom and support pushed me forward—I'm forever grateful for them."
Let's talk about one of the standout tracks from your EP "KO": it's a powerful anthem of self-confidence—a true "boss babe" anthem. What do you hope listeners take away from this track, and how does it fit into the larger narrative of your project?
"For me, 'KO' is about embracing who you are, quirks'n all. I've spent years in my bubble as an introvert, avoiding conflict and shying away from crowds. Friends stopped inviting me out because I'd either leave early or wouldn’t show up at all, and that isolation took a toll on my confidence. But music has been a massive tool for self-discovery, helping me find my voice and feel comfortable in my skin.
My EP Inside Out is framed around letting go of what doesn't serve me any more. I've faced setbacks and met people who tried to use me, but instead of letting that hold me back, it's made me more determined. My EP and the song 'KO' is a reminder to stay true to yourself. It doesn't matter where you come from, what you wear, or who you love; your strength lies in being authentically you."
“The industry will never get me. For me, it’s all about longevity. My goal is to create something timeless.”
You've described your style as 'New Wave R&B'. How do you balance drawing from classic 2000s R&B while keeping your sound current?
"R&B has such a rich history, and there's so much space to make it your own. I think some artists play it safe, sticking to nostalgia, which can be limiting. For me, it's about capturing the essence of that old-school R&B but adding elements that keep it fresh. The way you approach lyrics, melody, and even production can make a big difference."
Let's play a quick game of This or That. I'll give you two options, and you pick your favourite
"Got it."
ATL or NYC?
"My friends are gonna kill me for this, but I’m gonna say New York. I didn't get to experience Atlanta properly, but I actually walked the streets of New York, saw the places—I’d definitely go with NY."
Garage or funky house?
"Funky House."
Gold or silver jewellery?
"Gold. Always."
Studio or stage?
"In the studio."
Vinted or Depop?
"Vinted—it's a very dangerous place, actually [laughs]."
Monica or Brandy?
"Brandy."
Leopard print or denim?
"I'm a leopard print babe."
The Miseducation of Lauryn Hill or Who Is Jill Scott?: Words and Sounds Vol. 1?
"I need to see the tracklist for that one! But I'll go with The Miseducation of Lauryn Hill."
Writing or reading?
"Reading."
"Magic" or "KO"?
"Tough one. I'm gonna go with 'Magic' I think."
Congratulations on performing at SXSW and on Venna's European tour. How have these live experiences shaped your vision for creating intimate performance atmospheres?
"Honestly, I dread performing—it terrifies me! Being an introvert, the idea of stepping on stage can make me want to cry. But each time I perform, it gets a bit easier. My last show was for Axel Arigato's store opening, and it was my first performance since the tour. Malik [Venna], said I seemed more comfortable on stage. That was a huge confidence boost.
Performing is about growing through those awkward moments, like hitting a flat note or forgetting lyrics. I'd love my future shows to be intimate and calming, almost like a mix of a live show and meditation. We'd still bring the energy, but I'd want it to start in a peaceful, grounded way."
Can you tell us more about the themes of Inside Out and what they mean to you?
"My music is a journey through a wide range of emotions, with each song capturing a different mood. The project is all about versatility, showcasing various feelings and how they shape us. There's a film that inspired me, one that delves into how emotions influence our decisions, anxieties, and the internal battles we face. I had the name Inside Out in mind long before I saw the film, but it pushed me to create music that embodies the complexity of our emotional experiences."
Stream Inside Out below:
