Jem Crafted A Photofilm For "It's Amazing"

The Welsh singer songwriter Jem is out with the official music video for her lead single "It's Amazing," from her sophomore studio album "Down To Earth" on Dramatico/ATO Records, the follow-up to her successful 2004 debut, "Finally Woken." The song was featured on the soundtrack to the 2008 film "Sex and the City." Jem talk about track, "I already had a song put on 'The Women' soundtrack through the same company behind 'Sex And The City' movie, so I played them my new album - it wasn't even finished yet - and they liked 'It's Amazing.' I'm really lucky because there must have been so many people trying to get in there."
You could say that the new music video for Jem's hit song "It's Amazing" was shot at Hearts & Fives in Echo Park, California, or you could say that co-directors Saam Gabbay and Jem ran off to play one day and found themselves immersed in an intense, exhausting, exhilarating, and ultimately, inspiring labor of love. Both are true, and the resulting photofilm is a spirited, affecting montage culled from 25,632 photographs depicting the recording artist in performance - and engaging in a game of dress-up. "It's Amazing" is the first commercial project Gabbay has done with this technique.
"It's Amazing," is an infectious ballad that has Gabbay&Jem gained added popularity via its appearance on the motion picture soundtrack of Sex and the City. "Often when I write my songs I have a visual for the video right then," Jem notes. "This video went through many different concepts, especially after the song was featured in the movie, but the first and foremost idea I had and loved, was that I would be a ballerina, then a cop, cutting from one to the next as the beat rolls on, so the theme of the song would be captured with a really fun backdrop - 'It's amazing all that you can do...' Plus I love to dress up in my videos!"
Hailing from Wales but living in LA, Jem is an incredible storyteller and has an intuitive and refined sense for what is right for her. She's known for her eclectic fusion of musical genres like trip-hop, pop, folk, and rock. Before she straddled the border between electronica and pop/rock with songs like "They," Jem began the roundabout road to songstress stardom in Cardiff, Wales, where the singer was born and raised. After dropping her last name and moving back home, Jem began building tracks on her own, as well as fine-tuning her voice into an amalgam of soft electronica and soothing, Dido-like vocals. You might not know her face but her music has been constantly used in various movies and TV shows.